Campaign India Team
Jul 31, 2017

Orient Electric assigns media mandate to Lodestar UM

Account won post a multi-agency pitch

A screenshot of a Orient Electric film from 2014
A screenshot of a Orient Electric film from 2014
CK Birla Group's Orient Electric has appointed Lodestar UM as its media agency. The account was won post a multi-agency pitch. 
 
Lodestar UM's Delhi office will handle the business. 
 
Anshuman Chakravarty, head - brand and corporate communications, Orient Electric, said, “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”
 
He added, “Our ambition is to make Orient Electric the 'most admired and respected' consumer electrical company in our peer group. We have very high level of expectations as well as confidence in Lodestar UM to make the difference."
 
Hema Malik, COO, Lodestar UM Delhi, said, “Orient Electric is positioned at a crucial juncture in their growth path and the stakes are high. The success of our partnership will determine much of the future trajectory of the company. Lodestar UM with its proven planning process, coupled with deep insights and solutions led approach will strive to create a strong and differentiated go-to-market strategy – cutting through the clutter and me too media activities.”
 
Orient Electric's range consists of fans, lighting, switchgears and other home appliances. 
Source:
Campaign India

Related Articles

Just Published

6 hours ago

Adgcraft’s new AI vertical bets on India’s ...

As India doubles down on AI, Adgcraft positions itself to shape the narrative for the country’s tech-first future.

6 hours ago

Good Morning Films wins big at CIFCA 2025

Campaign India’s Film Crest Awards spotlight standout work in ad and corporate films, judged for craft, execution, and storytelling.

13 hours ago

Where are India’s women at the global table?

Despite talent and tenacity, Women Inspiring Network’s founder rues that Indian women remain underrepresented on global stages like Cannes and Davos. Networks, not just skills, are the missing link.

1 day ago

Amazon’s Beautyverse blends content, commerce and ...

With creators, AI tools and Prime Day synergy, the ecommerce platform is crafting a conversion-first beauty playbook for India’s digital-first consumers.