WPP plugs into Orient Electric as media duties switch hands

MUMBAI: When brands look to spark growth, the first switch they flip is often media. Orient Electric has done just that, appointing WPP Media to steer its integrated media strategy across offline and digital platforms, signalling a sharper, more connected push in a fiercely competitive consumer market.

The mandate hands WPP Media end-to-end responsibility for media planning and buying, spanning television, print, digital and emerging platforms. The brief covers Orient Electric’s wide-ranging portfolio, from fans and lighting to home appliances, switches, switchgear and wires, categories where visibility and consideration often decide the final purchase.

Part of the $3 billion CKA Birla Group, Orient Electric has built a strong presence in India’s consumer electrical space. The new partnership is aimed at sharpening that edge by blending creative storytelling with data-led performance, an approach increasingly favoured by brands looking to convert awareness into measurable action.

WPP Media will lead a full-funnel strategy designed to connect discovery with purchase, using data intelligence and platform expertise to map consumer journeys more precisely. The focus is on building relevance across touchpoints, ensuring that brand messages travel seamlessly from screens to stores and from intent to transaction.

Orient Electric says the collaboration is about more than just reach. “Our collaboration with WPP Media is about creating a connected media ecosystem that links innovation to customer experience,” said Orient Electric Limited chief marketing and customer experience officer Anika Agarwal pointing to a sharper emphasis on turning everyday interactions into meaningful brand moments.

From WPP Media’s side, the brief reflects the growing convergence of creativity and performance. WPP Media president of client solutions for South Asia Navin Khemka said the aim is to reimagine how the brand engages consumers in their daily lives by marrying storytelling with data precision to drive long-term business growth.

The appointment underlines a broader shift in how electronics and smart-living brands are approaching media, moving beyond traditional silos towards integrated strategies that build visibility, drive commerce and strengthen customer connections. For Orient Electric, the hope is that a smarter media circuit will keep the brand firmly switched on in an increasingly crowded marketplace.