Orient Electric has launched an integrated brand campaign called ‘The Right Light’ to put its 3-in-1 lighting solutions in front of urban Indian households. The campaign is built around a simple product idea: a single light that switches between Warm White, Natural White and Cool White, giving consumers three colour temperatures in one fixture.
What the campaign includes
The centrepiece is a campaign film featuring former India cricket captain MS Dhoni and content creator Kusha Kapila. In an everyday conversational format, the duo uses light-hearted banter to show how lighting changes the atmosphere of a contemporary home—not by explaining wattage or lumens, but by connecting each setting to a moment.
The media plan is designed for reach and repetition:
- Digital and social media storytelling
- Outdoor advertising across Delhi NCR, Mumbai, Pune, Hyderabad, Lucknow, Chandigarh Tricity and Ludhiana
- Airport activations across 11 airports, including Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata
Why it matters for marketers
Orient Electric is treating lighting as a lifestyle choice rather than a utility. Ravindra Singh Negi, Managing Director and CEO, called lighting “a strategic growth pillar” for the company, while the brand’s lighting head frames the push around technology-led product development and everyday needs.
That shift is worth watching. Categories such as fans, switches and lighting increasingly compete on experience and flexibility, not just price. By anchoring the campaign on a 3CCT benefit—three colour options in a single light—Orient is trying to own a tangible, easy-to-understand difference in a crowded electricals market.
What to borrow
The campaign is a clean example of turning a technical feature into a consumer story. Instead of leading with the mechanism, the creative shows one product in multiple home scenarios and lets familiar faces make the benefit feel obvious. Marketers can use the same pattern for any product that has adjustable modes, tiers or settings.
The airport and outdoor layers also show how a consistent message can follow consumers through high-dwell-time and high-frequency urban routes, while the localised outdoor push extends the film’s core idea beyond digital feeds.
Source: MediaNews4U
