How Orient Electric broke its own shackles of the past
Jitender Dabas and Vivas Nandhakumar
Campaign details
Brand owner: Orient ElectricLeading agency: McCann WorldgroupBudget: 1 – 3 millionCountry: IndiaIndustry: Household appliances, durablesMedia: Newspapers; Outdoor, out-of-home; Packaging and design; Radio; Television
Market background and cultural context
Orient is a name that has a strong association with fans in the minds of the Indian consumers, having been in the business for over 50 years. It competes with strong manufacturers like USHA, Havells, and Bajaj.
In late 2013 Orient decided to enter...