WPP Media leads integrated media strategy for Orient Electric

WPP Media has been appointed to lead the integrated media strategy for Orient Electric Limited, covering media planning and buying across offline and digital platforms. The appointment is intended to support the brand’s next phase of growth by strengthening reach, improving storytelling and driving performance across consumer touchpoints.

The partnership brings together creative media thinking with data-led performance capabilities to support Orient Electric’s diverse portfolio, which includes fans, lighting, home appliances, switches, switchgear and wires. Orient Electric Limited is part of the $3-billion CKA Birla Group and operates as a consumer electrical brand in India, with a focus on both functional and lifestyle-led products.

Under the mandate, WPP Media will be responsible for developing and executing a full-funnel media strategy. This will include building connected consumer journeys that link brand discovery with consideration and purchase goals. The approach is designed to integrate creativity, data intelligence and platform expertise, enabling media experiences that translate awareness into engagement and measurable outcomes.

WPP Media’s remit also includes aligning media strategy with Orient Electric’s broader business objectives. By connecting brand-building activity with performance-driven execution, the agency aims to support consistent messaging while improving efficiency across channels. The integrated framework is intended to help Orient Electric navigate an increasingly complex media environment, where consumers engage across multiple platforms and devices.

Anika Agarwal, chief marketing and customer experience officer at Orient Electric Limited, said, “Our focus is on amplifying Orient Electric’s growth through media strategies that merge creative storytelling with data-led performance. Our collaboration with WPP Media is about creating a connected media ecosystem that links innovation to customer experience. The work ahead is about turning every interaction into a meaningful experience, strengthening brand affinity while unlocking scalable impact across markets.”

From WPP Media’s perspective, the partnership reflects its emphasis on combining media, creativity and performance into a unified offering. The agency plans to apply data-led precision alongside creative insight to ensure relevance across consumer touchpoints, while maintaining a clear link between media investment and business outcomes.

Navin Khemka, president, client solutions, WPP Media South Asia, said, “Creativity reaches its fullest potential when seamlessly integrated with performance strategy. Through this partnership, we will bring together media and storytelling to reimagine how Orient Electric engages consumers across their daily lives. By combining integrated strategy with data-led precision and creative insight, our focus is on unlocking growth, driving relevance, and building long-term brand value and business growth in the dynamic and competitive marketplace.”

The appointment also highlights WPP Media’s broader focus on supporting brands in the electronics and smart-living categories as they move beyond traditional media approaches. The agency is increasingly working with clients to build visibility, support commerce objectives and strengthen customer connections in a more connected media landscape.

For Orient Electric, the partnership is positioned as a step towards building a more cohesive and responsive media ecosystem. By aligning media strategy with customer experience goals, the brand aims to improve consistency across markets while remaining adaptable to changing consumer behaviour and platform dynamics. The collaboration with WPP Media is expected to play a central role in supporting these ambitions through integrated planning, execution and measurement.