Orient Electric gets MS Dhoni to light up neighbourhood he once 'destroyed'

Orient Electric has launched its campaign for the festive season. The campaign has been conceptualised by BBDO India and features brand ambassador Mahendra Singh Dhoni. 

 

It consists of a film in which Dhoni revisits his old neighbourhood and decorating it with lights. An elderly man is surprised and asks him the reason for the same. Dhoni tells him that in his younger days he broke his lights (while batting) and so he's here to replace it. When one other neighbour asks whether he'll be replacing his light too, Dhoni points towards the entire neighbourhood, which he has lit up with Orient's lights.

 

Anika Agarwal, chief marketing and customer experience officer, Orient Electric, said, “At Orient, we have always believed in spreading happiness, and we are delighted to present our new festive TVC featuring our longstanding brand ambassador MS Dhoni to promote made-in-India Orient Joylite festive lights. Diwali, the festival of lights, symbolizes the celebration of bonds, the spirit of gratitude, and the essence of togetherness. Our TVC beautifully captures Dhoni illuminating every house in his cherished, old neighborhood with the resplendent glow of Orient Joylite festive lights, echoing the message that the true essence of Diwali is only complete when we illuminate every home and heart. We are elated to present this heartwarming story, and we hope it resonates with everyone across the country, bringing warmth, happiness, and a genuine feeling of togetherness during this special time of the year.”

 

 Krishna Mani, chief creative officer, BBDO India, said, “Diwali is often considered as a season of gifting. What better gift than Mahi setting up the beautiful Orient lights in the society he grew up in. That’s the story of our new campaign. We wanted to tell people that Diwali only feels special when you spread joy and happiness with the ones you love.”

 

The film went on-air on 15 October.