The company changed its brand name and identity from ‘Orient Electricals’ to ‘Orient Electric’ and consolidated its business verticals of Fans, Lighting and Home Appliances. The brand revamp was done with an aim to establish the company’s identity as a one-stop home solutions provider with the next generation customers who make informed buying decisions.

As part of the brand repositioning plan, the company also launched a newunified communications campaign ‘Switch to smart’ that connects effortlessly with the new generation of users who seek innovative and convenient lifestyle solutions. Orient Electric also presented its new logo in the vibrant colour ‘orange,’ which signifies enthusiasm, captivation, cheerfulness, creativity, and stimulation. It also launched a 360-degree advertising campaign to create awareness about the brand repositioning. Orient Electric is committed to providing a wide selection of innovative household electrical products that combine form and functionality.