MS Dhoni, Kusha Kapila & Madan Gowri Team Up for Orient Electric’s Smart Fans

Orient Electric, part of the CK Birla Group, has launched a new advertising campaign for its fans, featuring cricketer MS Dhoni and digital influencers Kusha Kapila and Madan Gowri. The campaign uses a podcast-style format to engage younger, digital-savvy audiences.

In the ad, Kusha Kapila starts by talking passionately about "fans," leading viewers to think she's referring to MS Dhoni's supporters. However, Dhoni humorously reveals that the conversation is actually about Orient Electric's new BLDC fans, which are super silent, have smart voice control, and come in vibrant colors. 

Anika Agarwal, the Chief Marketing and Customer Experience Officer at Orient Electric, explained that the brand is evolving to include premium designs and smart features in its fans. She noted that the campaign's real and conversational storytelling reflects the changing content preferences of young India.

Sambit Mohanty, Creative Head at McCann World Group for North and South, highlighted that the campaign breaks away from traditional ads by featuring a natural, friendly chat between MS Dhoni and Kusha Kapila. He emphasized the genuine chemistry between Dhoni and the digital influencers, making the ad feel authentic and engaging. 

This innovative approach aims to connect with a younger audience by blending traditional celebrity endorsement with contemporary digital influence. The use of a podcast-style format adds a fresh twist to the brand's marketing strategy.

By featuring well-known personalities from both sports and digital media, Orient Electric seeks to enhance its appeal and showcase the modern features of its latest fan products.

How partnering with well-known personalities benefits your brand?

• Enhanced Credibility & Trust 

Consumers are more likely to trust and engage with a brand when it is endorsed by a familiar and reputable personality. Their credibility transfers to your product, making it more appealing.

• Wider Audience Reach 

Celebrities and influencers have established fan bases, allowing your brand to tap into new demographics and gain visibility among a broader audience.

• Stronger Brand Recall 

A well-known personality helps create memorable advertising, increasing the likelihood that consumers will remember and associate your brand with the endorser.

• Boosted Engagement & Virality 

Influencers and celebrities drive higher engagement on social media, increasing shares, comments, and interactions that can make your campaign go viral.

• Emotional Connection with Consumers 

Fans feel a personal connection with celebrities, and this emotional bond makes them more likely to try and remain loyal to a brand endorsed by their favorite personalities.

If you’re looking to enhance your brand’s reach through well-known personalities, Excellent Publicity can help you create impactful collaborations. Stay connected with us for the latest trends in celebrity endorsements and influencer marketing.