Orient electric is helping Indians get rid of their flickering tubelight in its latest ad campaign

Orient electric is helping Indians get rid of their flickering tubelight in an integrated advertising campaign

Orient electric wants to help Indians get rid of their flickering tubelight in an integrated advertising campaign.

The ad, conceptualised by Contract Advertising, features Indian cricket star MS Dhoni and aims to increase awareness and trigger replacement of traditional tube light with LED Batten.

The campaign features the headline ‘No Choke, No Starter and No Flicker’ as Anshuman Chakravarty, head of brand and corporate communication, Orient Electric, said communication around LED Batten could be a game changer.

He added: “It all started with our quest to find what’s next after LED Bulbs. The second biggest consumer lighting product even today is the conventional tube light with its choke, starter and its impending problem of flickering, which we all have faced in our lives. "

Mayur Hola, executive creative director, Contract Advertising, Delhi said: “This one lit a bulb straight away. The brief was crystal, we knew the exact bone of contention (a flickering tube light) that needed to be played up."

"And we went straight for it, MSD in tow. This is also the inception of the entire LED Batten category, no brand has set foot there yet in terms of communication. It's a big opportunity that Orient and Contract spotted in time and I'm sure it will do the job in taking the lead here.”

The integrated campaign includes TV, radio, print and digital engagement.

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