Brand Tone

Innovative, Customer-Centric (Aspirational), Reliable, Modern, Youthful, Proudly Indian, Globally Present

Brand Values

• •Innovation
• •Quality
• •Customer Satisfaction/Experience
• •Energy Efficiency/Sustainability
• •Integrity & Trust
• •Collaboration & Empowerment
• •Accountability

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the defined tone (e.g., Innovative, Customer-Centric, Modern, Reliable, Youthful for specific campaigns), key messaging points, preferred vocabulary, and "do's and don'ts." This guide should be accessible to everyone creating content.
• •Prioritize "Smart" and "Innovative": Consistently weave in language that highlights technological advancement, energy efficiency, smart features, and problem-solving capabilities of the products. Use terms like "smart," "advanced," "innovative," "efficient," "next-gen."
• •Balance Heritage with Modernity: While leveraging the trust associated with decades of experience, ensure the language is forward-looking, fresh, and appeals to contemporary lifestyles and younger audiences. Avoid overly traditional or outdated phrasing unless specifically referencing history.
• •Focus on Benefits and Experiences: Instead of just listing features, translate them into tangible benefits for the customer – comfort, convenience, savings, enhanced lifestyle, peace of mind. Use storytelling to show how products fit into everyday life.
• •Maintain Empathy and Customer-Centricity (especially in service communications): While product copy can be aspirational, all customer interactions, especially those related to service and support, should be empathetic, clear, and solution-oriented. This is crucial for addressing the negative perceptions surrounding after-sales service. Ensure copy acknowledges customer needs and strives to build confidence.

Social Perception

Established & Well-Known, Innovative Products, Mixed Service Experience, Value for Money (Conditional), Aspirational Lifestyle Brand (Emerging)

Copy Examples

• •Headline (BLDC Fan): Silence the Noise. Amplify the Savings. Experience the future of cooling with Orient BLDC Fans – Smart, Silent, Superior. Body: Tired of noisy fans and soaring electricity bills? Make the smart switch to Orient’s Aeroquiet BLDC technology. Enjoy whisper-quiet comfort and save up to 50% on energy. Designed for modern homes, built for lasting peace.
• •Headline (LED Lighting): Illuminate Your Moments. Beautifully. Effortlessly. Discover Orient LED Lighting – thoughtfully curated for every mood and space. Body: From cozy evenings to bright workspaces, the right light transforms everything. Orient’s innovative LED solutions offer stunning aesthetics, energy efficiency, and the perfect ambiance for every corner of your home. Create your perfect setting, simply.
• •Headline (Air Cooler): Beat the Heat, Smartly. Powerful Cooling Meets Peak Efficiency. Stay cool and comfortable all summer with Orient Air Coolers. Body: Don’t just endure the summer; enjoy it. Orient Air Coolers deliver powerful, refreshing airflow with smart features designed for your comfort and convenience. Energy-efficient technology means you stay cool without the worry of high energy bills.
• •Headline (Water Heater - "Fatt Se Garam" style): Your Hot Water, "Fatt Se"! No More Waiting. Get instant hot water with Orient’s advanced water heaters. Stylish, swift, and dependable. Body: Why wait for comfort? Orient’s new range of water heaters, powered by cutting-edge technology, delivers hot water faster than ever. Designed for your fast-paced life, they combine speed, style, and the reliability Orient is known for.
• •Headline (Brand Heritage & Trust): Seven Decades of Innovation. Millions of Homes Trust Orient Electric. The smart choice for a comfortable life. Body: For nearly 70 years, Orient Electric has been a trusted name in Indian households, pioneering electrical solutions that make life better. Our commitment to quality, innovation, and you remains unwavering. Switch to smart, switch to Orient.