Orient switches to smart to keep the brand relevant, targets millennials

The CK Birla group company goes premium, partners with Tata Elxsi to enhance product design and performance


MS Dhoni is brand ambassador for Orient Fans, but the company’s new digital campaign does not feature its star endorser

Samreen Ahmad
For years, the ceiling fans category was dominated by a large group of unbranded products and fans were considered to be more of a commodity purchase. For brands such as Orient Fans, the fight for a long time, was to create a niche for its label and build recall and trust in what was largely a budget category. Today, as millennial buyers look for technologically superior products and the choice for cooling systems gets wider, the company is fighting a different enemy: irrelevance.
To connect with a new audience and play to their needs, Orient Fans has worked with Tata Elxsi on a premium version of the regular ceiling fan, redesigned the product and made it more energy efficient.

First Published: Oct 14 2018 | 9:41 PM IST

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