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.
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.
Orient is great bra all electric equipment are great.
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Simplicity is the way to go for brands. The rebrand looks very clean, I liked it.
ReplyDeleteVery 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.
ReplyDeleteSimplicity is the way to go for brands.Electrical Home Appliance
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