Orient Fans pushes 'silent' offering with slice-of-life situations

Orient Electric has rolled out a campaign for its 'Aeroquiet' range of ceiling fans. The campaign consists of two films conceptualised by Contract Advertising and feature Mahendra Singh Dhoni.

 

One film opens with Dhoni and the rest of his family members singing lullabies as they look to put a baby to sleep. The baby cries to each of them. A young girl walks in and informs the family not to try different lullabies, but to change their noisy fan. The voice over introduces the fan as very quiet and powerful and the film ends with the baby sleeping peacefully. 

 

The second film shows members of the household struggle to speak to people on the phone as they can't hear clearly. The young girl has a solution for this, a less noisy fan. 

 

Anshuman Chakravarty, head - brand and corporate communications, Orient Electric, said, “This is the fan for the millennials and for the enlightened, empowered and demanding consumers of today who seek more depth and meaning with their purchases. Orient Aero Series is a breakthrough in fans clearly addressing an important though latent need for silence. Aeroquiet is a perfect example of greatest achievement in terms of technology, creativity and design. When it comes to styling, this fan is a sheer winner with its curvaceous silhouette, first in class ABS blades and high gloss premium PU finish. It has an integrated design of top and bottom canopy with spindle cover, and a stainless steel decorative rim on the top which adds to the premiumness."

 

Mayur Hola, executive creative director and EVP, Contract Advertising India, “It’s often challenging to work on a brand that has a strong legacy. With series of noticeable campaigns, like the ones for PSPO, Orient has set quite a name for itself. We surely couldn’t have settled for anything less. In this case, we had to do something more. More relatable. More insightful. We’ve managed to tap every possibility in making this fan a hero product for the brand as well as this campaign.”

 

The campaign also consists of print, radio and digital. 

  

CREDITS:

 

Client: Orient Electric

Brand head: Anshuman Chakravarty

Creative Agency: Contract Advertising, Delhi

Production house: Conversation Films

Director: Kamlesh Soni

Head of production: Azad