Brief Explanation

This tvc is one of the 3 feature based campaigns for Orient Refrigerators, this spot takes a new route on putting forward one of the key features performance features - Freezing capability. In Pakistan's intense heat consumers require ice in abundance and ice which is not frozen to the core is useless, Thus ice that’s rock solid shows that the product is working at its best. The communication norm in this category is to show capacity to make loads of ice but the brand’s take is differentiated by the fact that it freezes to the max. The campaign line Orient Freeze : Solid Freeze ties in this performance feature uniquely to the brand.