The Indian wicket
keeper, Mahendra Singh Dhoni, has added another brand to his kitty. He will now be seen endorsing Orient Fans. The company is ready to launch a new TVC, which will go on air by mid-March. This is the first instance of the company going in for a celebrity endorsement for its brands.
Orient Fans has always promoted its PSPO (Peak Speed Performance Output) technology. So, while planning its campaign for this season, it decided to use a celebrity to make the communication memorable and effective.
The image that Dhoni bears among his fans is that of an efficient hard-hitter, who can hit the ball to all corners of the stadium. This is what is required in the communication strategy of Orient Fans, which believes it will reinforce the PSPO technology's message of delivering air to all corners of a room. Dhoni's technique is unique as is the PSPO technology.
Those involved in the shoot for the TVC talk of Dhoni's focus on perfection during the shoot and his ability to learn quickly, two qualities that won everyone's heart and enabled them to get enough footage for two TVCs in one session.
Orient Fans belongs to the CK Birla Group, which is the leading manufacturer of fans in India and the largest exporter to the US and many other countries. Orient has pioneered the PSPO technology. PSPO was patented and launched in the mid-1990s. This technology gave great impetus to Orient and continues to do so. PSPO focuses on air flow reaching the farthest corners of a room and Orient stresses this point in its PSPO byline: 'More Air Every Where".
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