ORIENT ELECTRIC has unveiled the latest edition of its winter campaign, ‘Fatt Se Garam’, fronted by brand ambassador MS Dhoni. The campaign spotlights the brand’s new water heater portfolio, positioning it around faster heating enabled by its Whirlflow technology.
The digital film plays on Dhoni’s famously composed demeanour. Reacting to a deepfake video showing him losing his temper on the field, he notes that he “doesn’t get angry that quickly,” before adding that the water heater is one thing engineered to heat up instantly.
The campaign will run across YouTube and Instagram, targeting in-market audiences, with additional contextual placements on cab-booking apps to reinforce the theme of waiting versus quick heating. Print and outdoor elements will further strengthen the visibility push.
Orient Electric chief marketing and customer experience officer Anika Agarwal said, “The ‘Fatt Se Garam’ campaign is about redefining the everyday experience of warmth for the modern home, especially in the winter season. We recognise that for today’s consumers, time is the ultimate luxury, and hitting the pause button isn’t an option. Our focus is on creating intuitive solutions that eliminate the ‘wait’ from daily routines, offering the confidence and reliability needed to keep moving. It’s about delivering comfort that matches the rhythm of their lives instantly and effortlessly.”
