Orient Electric Brings Back 'Fatt Se Garam' Campaign With MS Dhoni

Orient Electric has relaunched its “Fatt Se Garam” campaign for the winter season with MS Dhoni as the face of the communication. The campaign promotes the brand’s updated range of water heaters featuring Whirlflow technology, designed to heat water faster and improve energy efficiency.

The new digital film opens with a fabricated deepfake clip showing Dhoni appearing angry, followed by the real Dhoni clarifying his composed nature.

He then connects the narrative to the product benefit by saying that while he doesn’t lose his temper quickly, the water in the heater heats up fast. The storyline focuses on speed and convenience, tying the core message directly to the product.

The rollout will be driven by a digital-first approach across YouTube, Instagram and other platforms. The brand has also lined up contextual media placements, including cab-app ads to tap into moments of everyday waiting. The campaign will be supported by outdoor advertising and print spots in key markets.

• Orient Electric Relaunches ‘Fatt Se Garam’ Campaign With MS Dhoni
• MS Dhoni Returns as Brand Face in Orient Electric’s Water Heater Campaign
• Orient Electric Pushes Faster Heating Message With New Dhoni Campaign

Anika Agarwal, Chief Marketing and Customer Experience Officer at Orient Electric, said the idea is to simplify the product benefit and present it in a relatable way. She noted that consumers increasingly value faster performance and reliable heating as winter demand rises.

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Alongside the campaign, Orient Electric has introduced a refreshed lineup of instant and storage water heaters. The products are now available across offline retail partners and on e-commerce platforms including Amazon, Flipkart and Blinkit. The brand expects the campaign and expanded portfolio to help support demand as the seasonal category enters its peak period.