Orient Electric Limited [BSE: 541301, NSE: ORIENTELEC], part of the diversified USD 3 billion CK Birla Group, is evolving its brand narrative to resonate with younger, digital-first audience in its latest fans campaign – adopting a podcast-style storytelling format with a twist, featuring the cricket legend Mahendra Singh Dhoni and digital influencers Kusha Kapila and Madan Gowri.
Instead of a typical product ad, the campaign drops viewers right into a playful conversation between Kusha Kapila and MS Dhoni. Kusha starts by passionately discussing “fans”, leading viewers to believe she’s talking about the cricket icon’s massive fan following. Just when you’re convinced, Dhoni casually flips the script—revealing that the real conversation is about Orient Electric’s next generation BLDC fans, which offer super silent performance with smart voice control, and come in bold, vibrant colours.
The witty repartee between Orient Electric’s long-standing brand ambassador, MS Dhoni, and the gregarious Kusha Kapila brings a fresh, youthful tonality to the campaign.
Speaking about the campaign, Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric, said, “Orient Electric is synonymous with fans for Indian consumers for many decades. As our product portfolio evolves to bring premium design aesthetics, smart features, and technology in fans for contemporary homes, our brand voice is evolving too. This campaign reflects that shift - the storytelling format and narrative is real and conversational, reflecting the changing content consumption patterns of young India. The collaboration of MS Dhoni with new age digital influencers like Kusha Kapila and Madan Gowri through a podcast-style storytelling format with a twist, adds an element of surprise and engagement for the audience.”
Sambit Mohanty, McCann World Group, Creative Head North & South, adds, “Our new campaign for Orient Fans breaks the mold with a fresh podcast-style approach where MS Dhoni and Kusha Kapila simply chat and joke around like old friends. It’s exactly what people are tuning into these days! There’s something magical about watching a cricket icon like Dhoni bounce off digital influencers like Madan Gowri & Kusha Kapila—their chemistry feels genuine, not forced like typical ads. As they’re laughing and bantering, they naturally spotlight what makes Orient’s new technology special. I’m betting this campaign will catch people off-guard in the best way possible. When viewers expect another predictable celebrity endorsement but instead get this authentic conversation, they’ll want to lean in and listen. That’s the beauty of it!”
Where to Watch - The campaign will be visible on IPL across linear TV regional feeds and digital platforms for high impact visibility. This will be supported by high-frequency engagement on YouTube and Instagram. Further amplification is planned through placements on contextual platforms like Uber, Zomato, Spotify, MyGate, and Inshorts. Influencer collaborations will also play a key role in bringing the brand story to life in a relatable, impactful way.
