MAM

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.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/20/heeru-rahul.jpg?itok=lSEcta-k
Dentsu India promotes Rahul Vengalil to Managing Partner, Isobar

New Delhi: Isobar, the creative experience agency from dentsu India has promoted Rahul Vengalil to the role of managing partner. Vengalil will report into Isobar India group CEO Heeru Dingra and will be responsible for building the business with creative & experience as the key focus for future...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/20/srk-byju.jpg?itok=w2UgkE-7
Shah Rukh Khan talks about 'Two Teacher Advantage' in BYJU'S new TVC

Mumbai: Edtech company BYJU'S has unveiled its new ad campaign featuring Shah Rukh Khan to highlight the launch of BYJU'S Classes with ‘Two Teacher Advantage'. Conceptualised and created by Springworks, the ad film touches upon everyday concerns of students struggling to understand basic concepts...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/20/neeraj-cred.jpg?itok=GuNOUa4H
Neeraj Chopra dons new avatar in Cred's latest ad

Mumbai: Credit card bill payment platform Cred has unveiled the first ad of its IPL 2021 campaign featuring India’s Olympic hero Neeraj Chopra. The latest edition of the sports extravaganza resumed on Sunday. After the viral campaign with Rahul Dravid earlier this year, this new ad highlights Cred’...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/20/crypto.jpg?itok=zetVwk1f
Crypto platforms ramp up ad spends this festive season

Mumbai: As the market pins its hope on the festive season for a hike in sales, the crypto exchange platforms too aren’t lagging behind in wooing users to invest in the digital asset class. In an evident change from last year when the platforms were cautious and muted in their approach, they are all...

MAM Print
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/photogrid_plus_1631956688302.jpg?itok=AKkIf9eK
Neeman's unveils ReLive Knits campaign with a call for sustainability

Mumbai: Neeman's, an innovative footwear brand that uses natural, renewable and biodegradable fibre has roped in Bhumi Pednekar, Mandira Bedi, and Samantha Prabhu for its latest campaign. The campaign announces the launch of its ReLive Knits, a shoe made with 100 per cent recycled PET Bottles. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/photogrid_plus_1631950569046.jpg?itok=eg-JKS0c
HUL is top advertiser in week 36: BARC

Mumbai: Broadcast Audience Research Council (BARC) India's top-ten advertiser (across genres) list for week 36 was led by Hindustan Lever Ltd (HUL) with total ad volumes of 4750.01. Reckitt Benckiser (RB) India Ltd has secured the second position at 3620.24 ad volumes.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/brand_finance_20211.png?itok=h44kwrs6
World’s top 50 luxury brands lose over $7 bn in value this year: Report

Mumbai: The total value of the world’s top 50 most valuable luxury and premium brands has declined by five per cent year-on-year, according to the Brand Finance Luxury & Premium 50 2021 report. As the world grapples with the fallout from the Covid-19 pandemic, these brands witnessed a downturn...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/cadbury.jpg?itok=ro8LG6RP
Cadbury's iconic cricket ad gets a contemporary twist

MUMBAI: Confectionary giant Cadbury surprised its consumers on Friday, as it released its iconic 90’s ad - ‘Asli swaad zindagi ka’, albeit with a contemporary twist.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631874608702.jpg?itok=hkSK1kLO
Cholayil goes eco-friendly with Medimix soap Ganesha idols

Mumbai: Cholayil’s ayurvedic brand Medimix came up with a novel initiative to celebrate Ganesh Utsav in an eco-friendly way this year. In order to educate people and inculcate in them a sense of responsibility towards the environment, the brand carved Ganesha idols on the Medimix soap. The campaign...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required