Thursday, June 19, 2014

Brand Update : Orient Electricals rebrands to Orient Electric for a bigger market play

In a significant move, Orient Electricals has rebranded itself to Orient Electric. In the new avatar, the brand aims to be a significant player in the Rs 5200 crore Indian home appliances market. Orient - a brand from CK Birla group is a major player in the electric fan category. The Rs 642 crore brand now is spreading its wings to a much broader market play.

Orient is a well known brand in the fan category. But that itself can be a limitation for a brand which is aiming to be relevant to other categories as well. Hence Orient decided to rebrand itself so that it could endorse a wider array of products.
Thus the company rebranded itself to Orient Electric with a new logo and new tagline " Switch to Smart".
The rebranding is backed by a series of campaigns featuring the brand ambassador MS Dhoni. The ads are well crafted and unlike many celebrity oriented campaigns, Orient has made a difference by putting the brand in the limelight.

The ad has the theme " The next generation is smarter " and the message is conveyed through a smart kid that outwits Dhoni. The ad effectively conveys the brand's pitch of its new generation avatar.
Watch the campaign here : Orient TVC 1
                                          Orient TVC 2
The new foray of Orient is into a market which is cluttered and highly competitive. The brand's equity in the fan cateogory together with the new high profile campaign will do a lot of good for the brand aiming to be a major player in the home appliances market. 

5 comments:

  1. Orient is great bra all electric equipment are great.
    Branding & Marketing Agency | Branding & Marketing Agency

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  2. Really a very nice post! It’s something I have never thought about, really, but it makes a whole lot of sense. Thanks for sharing the valuable information regarding Home Appliances.

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  3. Simplicity is the way to go for brands. The rebrand looks very clean, I liked it.

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  4. Very nice blog. Eagerly waiting for the next post. The information you shared about home appliance products with us is really informative and very useful. Thanks for sharing.

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  5. Simplicity is the way to go for brands.Electrical Home Appliance

    ReplyDelete

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