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IPG's Lodestar UM bags Orient Electric's media mandate

MUMBAI: Following a multi-agency pitch, leading electrical solutions company, Orient Electric, part of $1.6 bn diversified Indian conglomerate CK Birla Group has appointed Lodestar UM as its media Agency On Record (AOR). A global market leader in Consumer Electricals, Orient Electric offers diverse selection of consumer products including Fans, Lighting, Switchgears and Home Appliances. The account will be handled out of Lodestar UM’s Delhi office.

Orient Electricals has been synonymous to the Indian Fan industry for over 60 years. The company is known for its world class R&D facilities and a spirit of continuous innovation and commitment to manufacture cutting-edge lifestyle electrical products. One of the first tasks for Lodestar UM would be to drive Orient Electric’s foray into the highly competitive and growth oriented LED lighting and Home Appliances category. But maintaining the numero uno position in the fan segment will continue to be the topmost priority.

Speaking on the partnership, Anshuman Chakravarty, Head Brand & Corporate Communications – Orient Electric, said, “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”

He further added, “Our ambition is to make Orient Electric the 'Most Admired and Respected' consumer electrical company in our peer group. We have very high level of expectations as well as confidence in Lodestar UM to make the difference”.

Hema Malik, COO, Lodestar UM Delhi, said, “Orient Electric is positioned at a crucial juncture in their growth path and the stakes are high. The success of our partnership will determine much of the future trajectory of the company. Lodestar UM with its proven planning process, coupled with deep insights and solutions led approach will strive to create a strong and differentiated go-to-market strategy – cutting through the clutter and me too media activities.”

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