Brand Tone

Innovative, Aspirational, and Trustworthy

Brand Values

• •Innovation and Technology Leadership
• •Customer-Centricity
• •Quality and Durability
• •Aesthetic and Modern Design
• •Energy Efficiency

Best Practices

• •Bridge Technology and Lifestyle: Don't just list technical features. Explain the tangible benefit. Instead of "IoT-enabled," use "Control your fan with your voice." Instead of "Whirlflow Technology," say "Get hot water faster, so you can get on with your day."
• •Lead with the Human Benefit: Center the copy on the customer's needs and aspirations. Start with the problem you solve or the feeling you create. For example, "Tired of high electricity bills?" before introducing an energy-efficient fan.
• •Reinforce Trust and Heritage: Acknowledge the 60+ year legacy. Use phrases like "India's trusted choice," "A tradition of quality," or "Generations of reliability" to build confidence, especially when introducing new technology.
• •Maintain a Confident and Authoritative Tone: As a market leader, the brand's voice should be direct, clear, and expert. Use strong, active verbs and avoid jargon where possible. The tone should guide and inform, not just sell.
• •Acknowledge and Address Pain Points Subtly: Given the negative feedback on service, proactive messaging can help. Use copy like "Backed by our dedicated service network" or "Seamless installation and support" to reassure potential buyers and show commitment to improving this area.

Social Perception

The brand is perceived as a market leader with a strong legacy, reputation for innovation, and recipient of awards. Positive reviews often praise design, innovation, and performance. However, there's a significant volume of negative feedback concerning after-sales service and product reliability, including unresponsive customer support, delayed technician visits, and unresolved issues, creating a disconnect between the brand's quality promise and actual user experience.

Copy Examples

• •Your comfort is now just a tap away. The Orient AeroSmart fan with IoT control lets you set the perfect mood from anywhere in the room. Cool, convenient, and incredibly quiet. #SwitchToSmart
• •Why wait for warmth? Get 20% more hot water, instantly, with Orient's Whirlflow Technology. For the fast-paced life you live. #FattSeGaram
• •Light up your life, thoughtfully. The new EyeLuv range of LED lights is designed to reduce glare and create the perfect ambiance for every moment—from focused work to relaxed evenings. See your world in a better light.
• •More time for family, less for chores. Our new range of kitchen appliances is thoughtfully designed for modern Indian homes, blending high performance with elegant style. Make every meal a memory.
• •Orient Electric: A legacy of trust in every home. A vision of smart living for your future. Innovating for India for over 60 years.