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