Following a multi-agency pitch, leading electrical solutions company, Orient Electric, that’s a part of Indian conglomerate CK Birla Group, has appointed Lodestar UM as its media agency on record (AoR). The account will be handled out of Lodestar UM’s Delhi office. The size of the account is around Rs. 50 crore, according to multiple sources.

Speaking on the partnership, Anshuman Chakravarty, head brand and corporate communications, Orient Electric, said, “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”