{"id":9871,"date":"2018-09-04T11:13:11","date_gmt":"2018-09-04T11:13:11","guid":{"rendered":"http:\/\/yourchennai.com\/?p=9871"},"modified":"2018-09-04T11:13:11","modified_gmt":"2018-09-04T11:13:11","slug":"ms-dhoni-urges-people-switch-indias-first-bee-5-star-rated-led-bulbs-orient-electrics-latest-ad-campaign","status":"publish","type":"post","link":"https:\/\/yourchennai.com\/index.php\/2018\/09\/04\/ms-dhoni-urges-people-switch-indias-first-bee-5-star-rated-led-bulbs-orient-electrics-latest-ad-campaign\/","title":{"rendered":"MS Dhoni urges people to switch to India\u2019s first BEE 5-Star rated LED bulbs in Orient Electric\u2019s latest ad campaign"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p style=\"text-align: justify;\">Orient Electric, part of the USD 1.8 billion CK Birla group, has launched an integrated advertising campaign featuring MS Dhoni to promote its BEE 5-star rated LED bulbs. The company has launched India\u2019s first 5-star LED bulb in 9-watt segment which constitutes 60% of the market. The TV ad urges people to switch to India\u2019s first BEE 5-star rated LED bulbs for better light output and even more energy savings.<\/p>\n<p style=\"text-align: justify;\"><strong>Anshuman Chakravarty, Head Brand &amp; Corporate Communication, Orient Electric Limited <\/strong>said<strong>, <\/strong><em>\u201cWe were the first Indian brand to receive BEE 3-star rating in 2016 for our LED bulbs and once again, we are the first to have <\/em><em>voluntarily adopted BEE 5-star rating. The campaign tries to increase awareness about the benefits of switching to BEE 5-star rated LED bulbs which deliver 120 lumens per watt and are 30% brighter than BEE 3-star rated bulbs.<\/em><\/p>\n<p style=\"text-align: justify;\"><em>The new TV commercial urges people in a thought-provoking way to switch \u201cHaq Se\u201d to Orient\u2019s highly efficient 5-star rated bulbs. M.S. Dhoni has a longstanding association with us and therefore he was our natural choice for this campaign.\u201d<\/em><\/p>\n<p style=\"text-align: justify;\"><strong>Mayur Hola, EVP and ECD, Contract Delhi <\/strong>said, \u201c<em>Orient Electric has emerged as a brand leader as well as a thought leader in the LED lighting category. In the cluttered lighting category most conversations revolve around cost savings and energy efficiency. Orient\u2019s\u00a0differentiation\u00a0is that their LED bulbs are 5-star rated and brighter at a time when\u00a0other brands only really meet the government\u2019s 3-star mandate. So, we decided to deposition 3-star rated LED bulbs by\u00a0labeling\u00a0them ordinary. Light-hearted and clear, the messaging drives this home with a tongue in\u00a0cheek song accompanying it<\/em>.\u201d<\/p>\n<p style=\"text-align: justify;\">The TV ad is strongly flanked by print advertisement and active engagement through digital touch points.<\/p>\n<p><b><i><span lang=\"EN-IN\">TVC Link &#8211;\u00a0<\/span><\/i><\/b><span lang=\"EN-IN\"><a href=\"https:\/\/www.youtube.com\/watch?v=VHc5Gj_Lp_I\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.youtube.com\/watch?v%3DVHc5Gj_Lp_I&amp;source=gmail&amp;ust=1536133436403000&amp;usg=AFQjCNFWxBHvzpWKd6FfGfaXpAwPw5LLog\"><b><i>https:\/\/www.youtube.com\/watch?<wbr \/>v=VHc5Gj_Lp_I<\/i><\/b><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Orient Electric, part of the USD 1.8 billion CK Birla group, has launched an integrated advertising campaign featuring MS Dhoni to promote its BEE<\/p>\n","protected":false},"author":1,"featured_media":9873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[32,30],"tags":[750,13422,720,13421,4784,3550],"class_list":["post-9871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-companies-economy","category-news-business-political-national-realestate","tag-ad-campaign","tag-bee-5-star-rated","tag-led-bulbs","tag-ms-dhoni","tag-orient-electric","tag-tvc"],"views":1139,"jetpack_featured_media_url":"https:\/\/yourchennai.com\/wp-content\/uploads\/2018\/09\/MS-Dhoni-Indias-first-BEE-5-Star-rated-LED-bulbs-Orient-Electrics-latest-ad-campaign.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/posts\/9871","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/comments?post=9871"}],"version-history":[{"count":1,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/posts\/9871\/revisions"}],"predecessor-version":[{"id":9877,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/posts\/9871\/revisions\/9877"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/media\/9873"}],"wp:attachment":[{"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/media?parent=9871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/categories?post=9871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yourchennai.com\/index.php\/wp-json\/wp\/v2\/tags?post=9871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}