Orient Electric Limited, part of the USD 3 billion C.K. Birla Group, has revived its winter campaign, “Fatt Se Garam,” through a new digital film featuring brand ambassador MS Dhoni. The campaign taps into the mindset of modern consumers who prioritize speed and convenience-especially in a world shaped by instant deliveries and quick commerce. The messaging highlights the brand’s promise of faster heating, driven by Whirlflow Technology, which offers 20% more hot water output for quick winter comfort.
The film uses a playful narrative to demonstrate product superiority. Dhoni, known for his calm behaviour on and off the field, reacts to a fabricated deepfake video that shows him losing his temper. He humorously clarifies that the video cannot be real because he rarely gets angry quickly. The punchline follows as he draws a contrast: while he stays cool, Orient Electric water heaters heat up instantly-reinforcing the core “Fatt Se Garam” proposition.
Beyond speed, the campaign showcases other performance features such as Duron Tech, designed to resist corrosion caused by hard water. With a six-year tank warranty, the brand aims to build trust and long-term value for homeowners.
To maximise reach, the campaign will target in-market audiences on platforms like Instagram and YouTube. The brand is also extending communications to contextual touchpoints, including cab booking apps, along with print and OOH placements for comprehensive visibility.
The new product range-comprising instant and storage water heaters-is available across retail stores, Amazon, Flipkart, and platforms like Blinkit, ensuring seamless accessibility for consumers.
