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Tag: Crompton

  • Crompton fans greener future with ambitious 2035 goals

    Crompton fans greener future with ambitious 2035 goals

    MUMBAI: Crompton is turning up the heat on sustainability. India’s leading consumer electricals brand, Crompton Greaves Consumer Electricals Ltd, has unveiled its ambitious 2035 sustainability roadmap, pledging to halve Scope 1 and 2 greenhouse gas emissions and cut ceiling fan emission intensity by 60 per cent against 2022 levels.

    The company has completed detailed carbon assessments across seven major product categories, including fans, pumps, lighting and appliances, and is embedding Design for Sustainability (DfS) principles to ensure future products are environmentally responsible without compromising on performance. Crompton’s Highspeed 48 ceiling fan has already earned the CII Greenpro Certification, and the company aims to replicate ecolabel certifications across all key categories by 2030.

    Solar power forms a central part of the strategy. Crompton is expanding its solar portfolio through rooftop installations, solar lighting solutions, and active participation in solar pump tenders. Manufacturing facilities, starting with those having the highest emissions, will increasingly run on renewable energy, contributing to a low-carbon value chain.

    To track progress, a centralised ESG dashboard has been deployed across major locations, enabling real-time monitoring of emissions, water and waste. This data-driven approach has allowed Crompton to complete a fully verified ESG audit for FY25. In parallel, a Sustainable supply chain code of conduct will engage key vendors in structured emissions tracking and reduction, extending the climate action beyond internal operations.

    MD & CEO Promeet Ghosh said, “Our products impact the environment and are impacted by it. Climate change is shaping consumer behaviour, and we are mindful of our products’ environmental footprint. Sustainability is not just a responsibility but a driver of smarter innovation, product differentiation and consumer affinity. Our mission is clear: to build a resilient, low-carbon business offering sustainable products at affordable prices.”

    Crompton’s commitment has already earned global recognition, ranking 4th worldwide in the household durables sector in the S&P Global Corporate Sustainability Assessment 2024 and inclusion in the S&P Global Sustainability Yearbook 2025. Domestically, Crompton has won multiple National Energy Consumer Awards and has been lauded as one of India’s Best Managed Companies 2022.

    With 85 years of legacy and a track record of innovation in fans, pumps, lighting, and other home appliances, Crompton is setting a new benchmark for consumer durables in India, proving that performance, innovation and environmental responsibility can move forward hand in hand.

  • AI gets a brand new story as marketers debate data, trust and creativity

    AI gets a brand new story as marketers debate data, trust and creativity

    MUMBAI: When machines meet marketing, sparks and questions fly. That was the mood at the 3rd India Brand Summit 2025 during a lively session titled AI Powered Branding: Reimagining Storytelling and Personalisation.

    Moderated by Publicis Groupe India CEO for digital technology business Amaresh Godbole the panel brought together industry voices grappling with the fine line between automation, personalisation, and authenticity.

    Tata Cliq CTO and Tata digital,VP for synergy tech Suman Guha opened with a reality check: while AI unlocks precision, data overload is a growing challenge. “Brands need to strike the right balance, AI can suggest, but it cannot substitute judgement. The winning formula lies in combining AI-driven insights with human empathy,” he said.

    Adding a regulatory lens ASCI CEO & secretary general Manisha Kapoor stressed the urgency of maintaining consumer trust. “When personalisation borders on intrusion, the line between relevance and manipulation blurs. Ethical guardrails are essential if AI-led branding is to build, not break, relationships,” she warned.

    Crompton Greaves Consumer Electricals head of digital transformation Akhil Duggal noted that AI is most effective when it complements not dictates brand building. “We’re using AI to decode consumer intent, but the human narrative must lead. Consumers don’t remember algorithms; they remember stories.”

    From the BFSI perspective Fino Payments Bank head of marketing Prashant Choudhari pointed out the stakes are higher in financial services. “Trust is currency. AI can personalise offers, but one misstep erodes credibility. The challenge is scaling innovation while keeping the customer relationship sacred.”

    Mediasmart chief growth officer Nikhil Kumar highlighted how AI is revolutionising programmatic advertising. “Real-time personalisation is not the future, it’s already here. But effectiveness depends on transparency. If users feel misled, personalisation backfires into alienation.”

    Bringing in the social tech angle Explurger vice president Jwala Kumar underlined AI’s role in experiential storytelling. “Travel and lifestyle brands are leveraging AI to make every interaction feel personal. But authenticity is non-negotiable, people will spot the difference between engineered intimacy and genuine connection.”

    As the discussion unfolded, a common thread emerged: AI can supercharge scale, speed, and segmentation, but the secret sauce remains human creativity. Technology may tailor the message, but culture, trust, and empathy define whether it lands.

    By the end, Godbole summed it up neatly: “AI isn’t replacing storytellers, it’s arming them with sharper tools. The brands that thrive will be those that wield AI with responsibility, respect, and imagination.”

    The session closed with consensus that 2025 is not about AI versus humans, but AI with humans, a collaboration where algorithms analyse and humans empathise, together shaping the next chapter of branding.

  • Crompton’s eyes shut & trust campaign makes a cool case for air coolers

    Crompton’s eyes shut & trust campaign makes a cool case for air coolers

    MUMBAI:  When it comes to beating the heat, India doesn’t sweat the choice—it’s Crompton, eyes shut or at least that’s what the brand would like us to believe. The brand’s latest campaign, aankh band karke le lo, plays on trust as its air coolers promise  jaldi cooling, delivering an instant summer escape.

    With temperatures set to soar—India’s meteorological department warns of a sizzling season—consumers are likely to be on the hunt for fast, effective cooling. Crompton, India’s No 1 brand in fans and residential pumps, knows a thing or two about airflow. Its air coolers, powered by top-notch engineering, are built to take the heat head-on.
     

    Crompton Greaves Consumer Electricals Ltd  CMO Tanmay Prusty said,: “Every summer brings its own set of challenges, with soaring temperatures making it essential for consumers to find a cooling solution they can trust. Dependable cooling is more than just a luxury, it’s a necessity. Fan and  pumps are the heart of any air cooler and as India’s No. 1 brand in this area, we don’t just understand cooling; we perfect it. Backed by our expertise in airflow technology, Crompton air coolers are designed to deliver powerful, long-lasting performance, even in peak summer. Our latest campaign, aankh bandh karke le lo, embodies the deep trust that generations of consumers have placed in Crompton— knowing that they can depend on us with absolute confidence. Through this campaign, we celebrate the assurance that comes with a brand that consistently delivers on its promise. With the refreshing power of jaldi cooling, Crompton air coolers ensure a cooling experience so reliable that it needs no second thought.”

    The ad film cleverly dramatises this blind faith. A couple, braving the summer sun, spots people everywhere buying Crompton air coolers—eyes shut, radiating calm. Their curiosity leads them to a store, where a salesman delivers the clincher: “India ke No.1 fans aur pumps ka bharosa hai… aankh band karke le lo.” 

    Cut to their home, basking in the cool breeze, eyes closed in pure bliss.

    BBDO India  chairperson & CCO Josy Paul said, “Our task was to drive awareness for Crompton in the air coolers category. The challenge was to rise above the noise of ‘sameness’ in the category, while building on our current proposition of jaldi cooling. We focused on the one thing that differentiates Crompton from the others – we are the leading players and expert in fans and residential pumps with a legacy of over eight  decades. It was about Crompton’s expertise coupled with their time-tested trust. From these core values was born our creative idea – you can buy our air coolers with your eyes closed.”

    Airing across TV, digital, print, OOH, and cinemas, the campaign makes one thing clear: when it’s cooling, it’s Crompton—no peeking required.

  • Crompton launches new TVC to highlight energy-saving water heaters

    Crompton launches new TVC to highlight energy-saving water heaters

    Mumbai: Crompton Greaves Consumer Electricals Ltd. has launched its latest TVC campaign titled ‘Crompton Geyser On Energy Savings Full On!’ to promote its new range of five star rated water heaters. Addressing the common household concern of energy wastage, this campaign cleverly blends humour with practicality, showcasing how Crompton’s innovative water heaters offer both convenience and energy efficiency, helping families lower their electricity bills without sacrificing comfort.

    The TVC taps into a universal worry—whether the geyser has been turned off—while highlighting the hassle-free, energy-efficient benefits of Crompton’s 5-star water heaters. With the rising concern over energy consumption and utility costs, Crompton’s campaign promises to relieve this anxiety with a smart solution. The ad portrays the typical family scenario where everyone, from the busy father to the concerned grandmother, repeatedly checks with their maid, “Geyser off hai na?” Only to find that the geyser was left on overnight. Instead of panic, the family smiles as they realise their regular geyser has been replaced by a Crompton 5-star water heater, assuring each other, “Koi baat nahin, Crompton hai—India’s No. 1 5-star water heater.”

    Crompton Greaves Consumer Electricals Ltd, CMO, Pragya Bijalwan said, “In recent times, energy saving is an everyday struggle common in many households. However, consumers today are well researched/ informed and prioritise making smart choices in everything they buy or do. The same holds true for appliances as well where consumers would want to make smart choices by opting for energy efficient appliances. When it comes to water heaters, they seek products that are energy efficient. Being a brand that has always kept the concerns of our consumers as our top priority, we decided to address the same with our latest TVC. Our new ‘Crompton Geyser On Energy Savings Full On!’ campaign uses humour and relatability to highlight a common household struggle: the constant worry about energy consumption. We wanted to show consumers that it’s possible to enjoy the comfort of hot water without compromising on energy efficiency. Our 5-star rated water heaters provide smart solutions that ensure efficient energy use and lower electricity bills, allowing consumers to enjoy hot water worry-free.”

    The lighthearted TVC will air on television during the popular India vs. South Africa T20 series, reaching millions of viewers. Additionally, it will be amplified across other media platforms to reinforce Crompton’s message of energy efficiency and reliability.

    BBDO India, chairperson & CCO, Josy Paul commented, “Our new campaign for Crompton taps into the real-life concerns of families about energy consumption, particularly with appliances that are crucial yet often left running. The ‘Crompton Geyser On Energy Savings Full On!’ film cleverly addresses the relatable ‘Did I turn it off?’ dilemma through humour and heart, portraying a typical family’s repeated worry over their geyser being left on. This story allows Crompton’s 5-star rated water heaters to take centre stage as the smart, reliable solution that frees families from energy-wastage anxieties. By blending this light-hearted narrative with Crompton’s trusted reputation for quality and efficiency, we’ve aimed to show that energy-saving appliances can both simplify life and reduce costs. We’re excited about this campaign to reach homes and help Crompton be synonymous with worry-free, energy-efficient living.”

  • Crompton unveils Star Lord 3-in-1 ceiling lights in its latest TVC

    Crompton unveils Star Lord 3-in-1 ceiling lights in its latest TVC

    Mumbai: Innovative lighting brand Crompton Greaves Consumer Electricals Ltd has announced the launch of a multimedia campaign called- ‘Mood Jaisa, Lighting Vaisa’ for its latest range of Star Lord three-in-one ceiling lights.

    Bringing in a quirky twist for its first-ever ceiling lights TVC, Crompton also unveiled its very own magical genie, Jagmag who grants wishes to enhance the mood and transform the room with just the flick of a switch. The TVC delivers the core premise of ‘three-in-one lighting modes ka magic – a humorous and fictional angle to a relevant message of lighting up our spaces and reimagining our home with Crompton. 

    “We wanted to find an interesting and engaging manner to build the story of our new product and this film does just that with a fresh twist to our usual style of communication. The narrative very interestingly communicates Crompton’s new-age innovation that can magically transform not just one’s home, but also one’s mood in a creative and playful manner,” said Crompton Greaves Consumer Electricals Ltd CMO Pragya Bijalwan.

    Conceptualised by BBDO, the TVC showcases a young couple in the midst of a tiring day working from home wishing for a change of mood. Out of nowhere, appears a magical lighting genie, Jagmag with big bright eyes and LED lights all over his jacket who completely transforms their home space with Crompton’s Star Lord ceiling lights that shine like diamonds.

    Absolutely amazed at this magical being, they start wishing for a different mood lighting from a workout gym to a romantic movie night. And Jagmag, ever so enchanting, switches up the room’s appearance and vibe based on their mood ranging from natural light for a gym setup to daylight for work from home and warm light for a romantic movie-time setup. The magical Jagmag, thereby, ends the film with the message of ‘Mood Jaisa, Lighting Vaisa’ with Crompton’s Star Lord three-in-one lighting modes establishing it as a much-needed feature today. 

    The 360-degree campaign will be launched on television and will further be amplified through various other media channels, announced the brand. 

    BBDO India (Mumbai) CCO Hemant Shringy said, “It’s amazing how everyday innovations can have a magical impact. Crompton’s Star Lord is one such innovation. With a simple toggle of a switch, it can elevate your space as per your needs. If that’s not Genie-like, what is?”

  • Crompton appoints Pragya Bijalwan as Chief Marketing Officer

    Mumbai: Crompton Greaves Consumer Electricals Ltd. has appointed Pragya Bijalwan as its new chief marketing officer.

    Bringing with her a rich experience of more than 16 years across the fuel, oil, and paints industry, she will be leading the marketing, advertising, and overall communication initiatives of the company.  

    Speaking about her new role, Bijalwan said, “I am thrilled to be a part of this brand. Despite having a strong consumer franchise, it accords top priority to adapting and evolving as per their changing needs. As we move into a new post-pandemic era, which is a challenging yet exciting time for the brand, our goal is to strengthen our leading positions in key categories while accelerating growth in new categories through meaningful innovation. This will be supported by our integrated communication approach.”

    In her last role before joining Crompton, Pragya was working with Castrol India Ltd where she led product innovations, brand campaigns, and technology-based innovative solutions. She has also worked with AkzoNobel India Ltd and Hindustan Petroleum Corporation previously. Pragya brings a strong knowledge of consumer insights, brand management, influencer advocacy, innovation, and digital marketing.

    • Crompton Greaves Consumer Electricals Ltd., executive director, and CEO, Mathew Job added, “Crompton is seen as a reliable brand that has been trusted for generations. Over the last few years, our focus has been to make the brand more aspirational and build a stronger connection with the younger consumers. I believe Pragya, with her varied and extensive experience across industries, is well equipped to take the brand forward in this journey. I welcome Pragya to this exciting role and look forward to working closely with her to make Crompton India’s most loved consumer electricals brand.”
  • Crompton launches new TVC campaign “Silence Bhi aur Energy Savings Bhi”

    Crompton launches new TVC campaign “Silence Bhi aur Energy Savings Bhi”

    MUMBAI:  Leveraging its leadership in the fan’s category, Crompton Greaves Consumer Electricals Ltd has unveiled its latest multimedia campaign called “Silence Bhi aur Energy Savings Bhi” for its new launch of innovative and premium range of SilentPro ceiling fans that is 2X times more silent than regular fans and delivers up to 50 per cent energy savings in electricity costs. Showcasing a playful interaction between a husband and wife, the campaign brings out a humorous yet much needed insightful take on silence. 

    The world we live in has become increasingly noisy today, constantly bombarded by sounds. Having a bit of silence to ourselves has become a luxury that we hope to achieve some times. Also, with everyone now being at home for a longer period, distractions have gone up a notch – from the constant background noises of a TV to ambient noises of a squeaky ceiling fan, our peace always tends to get disrupted. Hence, it’s important to give our ears a break or take a break from those distractions and difficulties of that busy life and try to experience the peace and tranquility. Bringing this to light, Crompton has launched its latest multimedia campaign – “Silence Bhi aur Energy Savings Bhi” for its new innovative SilentPro fans taking into consideration the underlying importance of those moments of silence that is needed in our daily lives as well as an entertaining take on a couple’s relationship in the film. 

    Crompton Greaves Consumer Electricals Ltd  VP marketing Rohit Malkani said, “We are very pleased to launch this campaign for our new range of ceiling fans called SilentPro that captures the very nuances of everyday life. Crompton has consistently innovated to provide meaningful solutions that ease the consumers’ life. We understand that the fan is one of the most essential/fundamental necessities at home. At the same time, energy efficiency is also one of the driving factors in trying to save costs as well as doing our bit in contributing to the environment. Hence, keeping in mind how everyone needs a little bit of peace and quiet today more than ever before, we hope that the campaign addresses the same and our product helps in bringing comfort, long term benefit in energy savings as well as (mental) peace to the people."

    Conceptualised by BBDO India, the narrative of the quirky film showcases a hilarious quarrel between a husband and wife where the latter finds it hard to experience some silence or cooling at home in the midst of her loud husband and a creaky fan. In placing a bet of having a fan that guarantees innovation and premiumness with a triple benefit – not only silence but also a higher air delivery and one that is also completely energy efficient – the wife takes the win leaving an astonished husband in the wake of a peaceful scene, thereby capturing the most basic need/moment of experiencing silence and having “silence bhi aur energy savings bhi.” 

    The 360-degree campaign will be launched on television and will further be amplified through various other mediums of the media. 

    BBDO Mumbai CCO Hemant Shringy said, “The noise of a fan is something that we are so used to that we don’t realise how we have compromised our lives around it. We speak loudly, we keep the television volume high and often miss out some moments and conversations. Only once we experienced Crompton SilentPro did we realise what we were missing, and that we can experience silence even when the fan is on. Innovations like these make communication a lot easier. We really just highlighted the reactions that we all had. Because just like the husband in the film, we too felt, ‘Sab fans awaaz karte hain’ (all fans make noise). And that made room for interesting banter between our couple. This film adds to the world of the Crompton couple that we have so far lived with featuring the various offerings and innovations from Crompton – from fans and lights to coolers and home appliances.” 

  • The comeback of iconic brands

    The comeback of iconic brands

    MUMBAI: In today’s metamorphic world, it is a constant struggle for brands to retain their identity and ensure that they are constantly in the minds of people. There have been iconic brands of the past which one fine day decided to vanish into thin air. Though still present, they dropped advertising and years later felt the urge to bounce back with a bang.

    Be it the mango flavoured drink Frooti, or Appy Fizz, Crompton products, deodorant Old Spice, mobile handset Nokia or television champion Onida with its iconic devil, all these brands were superheroes of their own time and in their respective categories but disappeared from television screens with digitisation and modernisation kicking in.

    After being away from television screens for sometime, Parle Agro’s Frooti hit the screens with a new brand ambassador Shahrukh Khan which helped in boosting sales. 

    Old Spice, which was known for its masculine and metrosexual male-dominated ad, came back with its new brand ambassador, Milind Soman in 2013, a man who women believe resonates with the company’s name and is an old spice himself. The ad helped Procter & Gamble (P&G) to target the metrosexual youth of today with India’s own ‘Iron Man’, doubling its revenue.

    The question for any comeback is whether to create a new product or reaffirm the brand legacy. Tonic Worldwide chief strategy officer Unmisha Bhatt believes that it is a bit of both since as long as the brands are broadly loyal to the category, the legacy is maintained. But in some cases, the brand and product may be obsolete. 

    She also notes that legacy can also backfire with millennials considering that the brand could be perceived as fuddy-duddy and outdated as the new age consumer is looking for ‘cooler’ brands and not heritage brands.

    Mediacom India managing partner Niti Kumar notes that once the brand has re-established itself it can move into line extensions and newer audiences and product line to stay relevant. 

    Today, we spend over 70 per cent of our waking hours on digital, especially mobile, with the rise of smartphone usage and data consumption in the broader strata of society. Hence, Bhatt thinks that while using a healthy media mix, brands need to embrace modern technologies so that their strategy is relevant not only for today but is also future-proof.

    While traditional media including television, hoardings, pamphlets among others would have been a great way to communicate and get the message across 20-30 years ago, they are no longer relevant. Today, regardless of the product, digital is the key to every brand’s communication and, hence, brands that want to come back should leverage it.

    One of the most important qualities that a brand needs to possess in this digital age is vigilance as today’s consumer needs answers and assistance at the drop of a hat and if a brand fails to deliver, there is a greater possibility of it snowing in Mumbai than of them giving you a second chance.

    Brands need to stay true to their legacy as it is after all their greatest asset, according to White Rivers Media CEO and co-founder Shrenik Gandhi. He also suggests brands to never underestimate the power of a beautiful story as stories make sales pitches palatable and no one likes to be sold to.

    Brands should play to their strength but they should not overestimate what their heritage brings to the table. Kumar thinks that sometimes, brands tend to think that because they’ve had a history and legacy in the past, it will still be relevant today, but that is not true and brands need to realise it because the consumer and market are evolving.

    For Gandhi, Maggi’s comeback after battling the shattering of trust and the rise of an unprecedented new competitor was something that kept all marketers hooked and was a historic example. To find a place back in the hearts, minds and plates of customers is tough, and Maggi did it effectively, albeit in a lot more than two minutes.

    While for Kumar Old Spice ad stood out among the rest, Bhatt thinks that Onida campaign was a fine example of a comeback and the recent television commercials during IPL matches are an example of that. They have evoked a great response, touching the nostalgic chord of the older generations and the contemporary ‘devil’ appealing to the younger masses also. However, it would have been exciting to see Onida also take a digital leap and connect with the millennials more smartly with engagement driven campaigns, new formats, tech interventions at retail outlets, e-commerce-based innovations and contextual weather-based innovative search campaigns, reviews and tech influencers.

    Communication is a bridge between the old generation and the new, and it helps in reaching smaller pockets of the nation. Any brand that communicates well with its audience is sure to succeed in the long run. This also means, changing the communication and its medium as and when required to keep up with changing times. Here’s to more brands that have resurrected or want to resurrect from the dead to capture the ever-fragmented market!

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  • Crompton Greaves eyes growth in air cooler market

    Crompton Greaves eyes growth in air cooler market

    MUMBAI: Come summer and fans and air conditioner category has its sleeves rolled up to create brand visibility and awareness. It is the time when sales boost up by at least 3 times for fans, air conditioners and coolers. 

    This summer, another electrical company has launched its new products in the category, the brand – Crompton Greaves. A legendary brand in India since 1878, the company recently unrelieved its ‘Air 360’ fan and the ‘Tricool’ window cooler.

    In 2016, Crompton Greaves Consumer Electricals Ltd (CGCEL) decided to demerge itself from its consumer business to form a separate entity. That’s when the brand decided to target younger consumers in order to keep up with changing times. The company manufactures and markets a wide spectrum of consumer products, ranging from fans, lamps and luminaries, to pumps and household appliances such as water heaters, air coolers, kitchen appliances, etc. Crompton has steadily grown at the rate of 30 per cent year-on-year over the last few years. 

    Keeping in mind the consumer need of fanning a larger area, Crompton has launched its new range of fans which have a unique elevated blade design that claims to deliver air to over 50 per cent more room space than regular fans. Targeted at the urban youth, the fans are semi-premium (lower end of the premium) and are priced between Rs 2375-Rs 2575. Crompton’s market share in fans category was only 24 per cent in 2016 but has now reached 28 per cent and 90 per cent of the gain in market share is due to the company’s premium fans range. But, the company still faces stiff completion from Havells, Orient, Usha and Bajaj in the category.

    The company also launched its new window cooler which claims to deliver 60 per cent better cooling than a standard plastic cooler and is priced at Rs 12500. The new range of coolers and fans will be available at leading counters in select markets. Although it is a tough and cluttered business, CGCEL CEO Mathew Job says that south India is the company’s strongest market in terms of market share for fans category. But that isn’t the case for coolers. The company only has a small market share in the category but wants to expand it in the coming years.

    The average television spends, which were at a mere Rs 8-10 crore prior to the demerger, has now swelled to Rs 50-60 crore annually, which is roughly two per cent of the company’s total annual revenue. Since the ads have been launched during Indian Premier League (IPL) 2018, Job says the company will adopt a robust marketing strategy and will spend big on television as it helps in building awareness for this category. Although the campaign broke on IPL, it will expand to other general entertainment and news channels in the coming weeks. This will be eventually followed up by digital and in-store marketing.

    Crompton has a strong dealer base across the country and a wide service network that offers robust after sales service to its consumers. The company’s distribution has increased from 50 per cent in 2016 to now being 80 per cent across India. By 2016, Crompton fans were available only in 40 per cent of the stores across India but are now available in over 60 per cent of stores across the nation.

    Though an age-old brand, the company is coming up with ways to entice the younger customers and stay relevant to them using modern marketing techniques.

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