Orient Electric has rolled out a campaign featuring cricketer MS Dhoni and influencer Kusha Kapila.

Comprising a film, the campaign is conceptualised by McCann Worldgroup and highlights the brand's latest range of silent BLDC fans. Presented in a podcast-style storytelling format, the film begins with Kapila asking Dhoni about his 'fans.' Dhoni responds, saying he loves his new fans because they are quiet and listen to him—only to cleverly reveal that he is actually referring to Orient Electric’s next-generation BLDC fans, not his fan following.

What we think about it: The ad is both engaging and memorable. The banter in the film makes it refreshing while casually highlighting the product's features - without feeling overly promotional. Overall, this campaign successfully combines entertainment and brand messaging, making it an effective and enjoyable watch.

Anika Agarwal, chief marketing and customer experience officer, Orient Electric, said, “Orient Electric is synonymous with fans for Indian consumers for many decades. As our product portfolio evolves to bring premium design aesthetics, smart features, and technology in fans for contemporary homes, our brand voice is evolving too. This campaign reflects that shift - the storytelling format and narrative are real and conversational, reflecting the changing content consumption patterns of young India. The collaboration of MS Dhoni with new-age digital influencers like Kusha Kapila and Madan Gowri through a podcast-style storytelling format with a twist, adds an element of surprise and engagement for the audience.”

Sambit Mohanty, creative head - North and South, McCann World Group, said, "Our new campaign for Orient Fans breaks the mold with a fresh podcast-style approach where MS Dhoni and Kusha Kapila simply chat and joke around like old friends. It's exactly what people are tuning into these days! There's something magical about watching a cricket icon like Dhoni bounce off digital influencers like Madan Gowri & Kusha Kapila—their chemistry feels genuine, not forced like typical ads. As they're laughing and bantering, they naturally spotlight what makes Orient's new technology special. I'm betting this campaign will catch people off-guard in the best way possible. When viewers expect another predictable celebrity endorsement but instead get this authentic conversation, they'll want to lean in and listen. That's the beauty of it!"