Triton bags creative & media biz of Orient’s new appliances division

Orient, a group known for its Orient fans, is foraying into the home appliances market in the premium segment with the launch of a new division in this category. It has partnered with Triton Communications to handle the creative and media duties of the newly formed division. Spends on R&D and marketing are estimated to be upwards of Rs 15 crore.

e4m by Deepika Bhardwaj
Updated: Sep 6, 2011 11:10 AM
Triton bags creative & media biz of Orient’s new appliances division

Triton Communications has won the creative and media mandate for Orient Home Appliances business, a new division of the CK Birla Group-owned Orient brand. Orient is a heritage brand, having earned iconic status through its ceiling fans and paper technology products. The company is now set to launch a range of top-of-the-line kitchen appliances, domestic heating and air solution products in a phased manner. Triton’s win comes after a multi-agency pitch that was called in the month of July. About four agencies participated in the pitch, including Triton Communications. Spends on R&D and marketing for the new division are estimated to be upwards of Rs 15 crore.

Confirming the news to exchange4media, SB Khedkar, Vice-President, Orient Appliances, said, “We are launching our new range of home appliances, including kitchen, cooling and heating appliances that would be positioned in the premium segment. The rollout of the products will happen by this month-end along with a new brand Identity. Triton will look after all our creative and media duties during this phase. We chose to rest these duties with Triton because of their speed, their response time and also the quality of their creatives. We would like to attain leadership position in this segment in two years’ time.”

On winning the account, Rohit Madhusudan, Branch Director, Triton Delhi, said, “The pitch process was extremely professional with considerable importance given to both strategic and creative parameters. The product category is very competitive at the low end and, therefore, Orient is introducing a premium range to meet the higher aspirations of a new India. Triton Delhi is delighted to work with Orient.”

The first phase of the rollout of Orient appliances will begin in the end of September and will continue till November. The second phase of the rollout will comprise washing machines and air conditioners. All the products will be positioned in the premium category. Orient plans to use traditional and modern trade channels for product distribution. “The aspirational values of Indian consumers are going up. People today are willing to spend more money on kitchen, bathroom and other accessories. So this was the best time to launch the new range of products. The aesthetics, performance and services of our products will be the differentiating factor,” added Khedkar.

As is known, RK Swamy BBDO handles the Orient fans business with Mahendra Singh Dhoni as the brand ambassador. For the record, this is Triton Delhi’s second win in the last three months. In July this year, Triton had won the creative duties of Digiworld, Videocon Group’s retail business. Other brands handled by Triton Delhi include Hamdard, Delhi Press, Travel House, and Grasim Suitings, among others.

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