New Delhi: Orient Electric, part of the diversified CKA Birla Group, has launched ‘The Right Light’, an integrated campaign showcasing its comprehensive lighting portfolio designed for modern Indian homes. The right lighting can transform the look, feel and functionality of any space. Through its ‘The Right Light’ campaign, Orient Electric highlights the benefits of its 3-in-1 lighting solutions, which enable consumers to switch between Warm White, Natural White and Cool White with a single light. The campaign encourages consumers to move beyond basic illumination and explore flexible lighting choices designed to complement their spaces and preferences.
Ravindra Singh Negi, Managing Director & CEO, Orient Electric, said, “Lighting is a strategic growth pillar for Orient Electric, and we are focused on strengthening our position through product innovation and a portfolio that responds to evolving consumer needs. As consumers look for greater flexibility and functionality in their homes, we see an opportunity to make lighting more adaptable to different spaces and everyday activities. Our 3-in-1 lighting solutions are a step in this direction. A deeper understanding of how consumers use lighting in their homes will continue to inform our approach to innovation and the development of solutions that address their needs.”
Anika Agarwal, EVP & Strategic Business Unit Head – Lighting, Orient Electric, said, “Our ambition is to build Orient into a leading lighting brand by combining a deep understanding of consumer needs with technology-led product development. As lighting evolves beyond basic illumination, we see an opportunity to offer consumers greater choice, functionality and flexibility through products that address their everyday needs. 3CCT is one such example, giving consumers three colour options in a single light. Through ‘The Right Light’, we want to make consumers more aware of these possibilities while continuing to build a portfolio that brings together relevant technology, thoughtful product design and meaningful consumer benefits.”
The ‘The Right Light’ campaign is being amplified through an integrated mix of digital and social media, outdoor advertising and airport activations across 11 airports, including Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata. Outdoor advertising is also being rolled out across key markets, including Delhi NCR, Mumbai, Pune, Hyderabad, Lucknow, Chandigarh Tricity and Ludhiana.
Extending the campaign’s digital storytelling, a film featuring MS Dhoni and creator Kusha Kapila uses playful banter and an everyday conversational format to bring Orient’s lighting portfolio to life, highlighting the role of lighting in contemporary homes.
Discover more about 3CCT lights here: Orient Electric’s 3-in-1 Lights | The Right Light
