The Orient Electric Ltd., part of the diversified USD 2.4 billion CK Birla Group, has recently launched a TV ad introducing their latest i-Series range of fans featuring brand ambassador, MS Dhoni at their R and D lab.
The i-Series range of fans is powered by ECM technology and is IoT enabled as well. Orient i-Series fans are BEE 5-star rated and deliver an astounding 230 CMM of air with 50% savings on energy and electricity cost. They operate silently even at low voltages and are voice-controlled.
The launch is part of the company’s plans to emerge as a frontrunner in the segment of energy-efficient fans while also gaining more ground in the premium fans segment.
Anshuman Chakravarty, head brand and corporate communication, Orient Electric Limited, said, “As a trusted brand, we consider it our responsibility to provide products and solutions which are good for our consumers and also for the environment. Given the fact the fans contribute significantly to the home utility bills, we are proud to introduce i-Series inverter fans which save 50% energy as compared to ordinary fans, thus helping consumers and the nation to not only save money but reduce carbon footprint too. The new TV commercial brings out the characteristic features of our i-Series fans by means of a waggish dialogue between MS Dhoni and a research engineer. I am sure that this TV spot will capture the audience attention and create a lot of excitement about Orient i-Series fans.”
The TVC shows Dhoni at the R and D lab of Orient Electric’s with a research engineer. In the ad when the engineer tries to explain the features of the new i-Series fan with technical jargons, a disinterested Dhoni starts exploring other gadgets. Meanwhile, Dhoni’s jacket gets stuck in one of the wind tunnels and the research engineer coins the term “EC inverter technology”. Amazed by the term, Dhoni confirms if it is the same technology used in the latest refrigerators and ACs to which the engineer affirms and pulls out his smartphone to show that the fan is IoT enabled as well and saves 50% energy.
Sagar Mahabaleshwarkar, chief creative officer, Contract Advertising, said, “Orient Electric is known for introducing innovative features in their fans. They have launched many firsts like the silent fan. However, we have never tried explaining the tech that goes behind making these fans. The challenge was to communicate Orient’s new i-Series technology by showcasing the R and D capabilities of Orient, but in a manner that is easy to understand and entertaining at the same time. MS Dhoni, who has been the face of Orient for almost a decade adds his incomparable charisma and charm to the campaign.”
Rakesh Khanna, MD & CEO, Orient Electric Limited said, “We have been consistently focussing on developing products which are innovative and disruptive. Acknowledging the climate emergency, the rise of environmentally conscious consumerism and the Government’s push for energy conservation, we are proud to launch our new i-Series range of inverter motor-based fans which are smart, energy-efficient, IoT enabled, and environment-friendly. The i-Series range is another leap in this direction to bring world-class technology at affordable prices. India is a huge market for fans and you can imagine the amount of energy savings and cost savings it can bring to the consumers and the country. It is our commitment to the cause of environmental protection by developing energy-efficient products and contribute in reduction of carbon footprint.”
Atul Jain, Executive Vice President, Orient Electric Limited said, “This is an opportune time for Orient to launch this range given that the BEE energy-efficiency norms are becoming mandatory for fans from July 2020. The fact that these fans consume 50% less energy means that the carbon footprint is also reduced.
He further added, “While traditional induction-motor based fans consume 70-75W of electricity, Orient i-Series fans consume only 35W thus reducing power consumption by half. With a modest assumption, if all fans installed in India are replaced with i-Series fans, it will help the nation save 10.4 crore MWh of energy annually with a cost saving of approx. Rs. 67780 crore. If the new ceiling fans sold also come with inverter motor, the savings will be bigger and incremental. As a responsible brand, this new range is a conscious effort from our side aimed at helping India to save energy and reduce carbon footprint.”