Orient Electric presents the ‘Song of Silence’ in its new TVC featuring MS Dhoni

The TVC, which goes on air on February 12, takes a rhythmical approach to draw attention to silence and highest (300CMM) air delivery

by exchange4media Staff
Published - Jan 17, 2018 12:00 PM Updated: Jan 17, 2018 12:00 PM
Orient Electric, part of the diversified USD 1.6 billion CK Birla Group, launched its new TVC campaign featuring the long-standing ambassador MS Dhoni to introduce its new Aerostorm super premium ceiling fan. Emphasizing on the need for silence in our lives yet with more air, the TV ad presents a beautifully composed concept of sound and visuals which depicts ‘Song of Silence’. MS Dhoni is later seen in the ad getting distracted by the sound of a magazine fall and waking up from a peaceful snooze, only to be received by his on-screen niece Chikki.

Commenting on the campaign, Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric, said, “Aerostorm, the second fan in our Aeroseries range after Aeroquiet, is a very novel and innovative concept for the fans industry. This fan is inspired from aerofoil design of Aircraft wings and is reinforced with winglet technology which further helps in sound reduction and giving an astounding air delivery of 300 CMM. We have tried to depict the same in the newly launched TVC by making it edgy, arty, and visually appealing. Orient Electric has delivered many stimulating campaigns in the past but the depiction of this one on screen is nothing less than a treat for the eyes. I am sure that our new TV ad will capture the audiences’ attention and create a lot of excitement about the entire range of Aeroseries fans.”

Mayur Hola, Executive Creative Director & Executive Vice President, Contract Advertising (India), said, “For this spot in particular, we let everything affected by the new Aerostorm sing, but for the fan. With the strong air delivery of Aerostorm fan, every little or big thing flutters or moves thus creating its own music and we have tried to capture the same by creating the ‘Song of Silence’. It’s a song in praise of a great product. Creating something like this wasn’t easy but we’re happy that we have an end product that looks good and sounds pleasing.”

Orient Aerostorm has a sweep of 1320 mm and has 100% rust-free blade made of high-grade glass filled compounded ABS which provides strength to the blades, thus making it bend-proof, rust-proof and easy to clean. The advanced aerofoil blades coupled with winglet technology is powered by an 18-pole heavy motor enabling the fan to deliver an impressive 300 CMM of air. The winglet in blade design helps minimize the air vortex and sound. The seamless design, high gloss premium finish with PU paint and UV metalized deco ring adds to the premiumness of Orient Aerostorm fan.

The TVC will start airing on February 12, 2018 and will be strongly flanked by print and radio advertisement and active engagement through digital touch points.


TVC Credits:

Brand: Orient Electric

Creative Agency: Team Contract, Contract India

Production House: Green Grass films

Director: Anaam Mishra

Head of Production: Rachita Chawdhury For more updates, be socially connected with us on
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