MAM
Kwan acquires stake in PR agency Eye D
MUMBAI: Kwan, India‘s entertainment and marketing company, has acquired controlling interest in PR agency Eye D Communications for an undisclosed amount.
Eye D and Kwan already share a number of clients in common on the PR and commercial front and this acquisition has been a natural progression of a working relationship.
Kwan MD Anirban Das Blah says, “We were looking at investing in a PR agency to provide complete communications solutions to our clients. My only worry was the glaring difficulty that communication companies face when it comes to building and communicating their clients as brands.”
Blah believes Eye D Communications is an agency that operates from a ‘strategic communication’ perspective and not just from a media relations point of view.
“We plan to help Eye D accelerate their growth by virtue of our relationships and broaden their offering within the entertainment, fashion, luxury and lifestyle space. Eye D will continue to operate under the same brand name in the industry so as to maintain its individuality even beyond the realm of Kwan”, Blah says.
Adds Eye D Communications head Divya Tejuja, “Having worked very closely with Kwan on the numerous clients that we share, we have been able to rapidly scale up operations in sectors such as films, fashion, lifestyle and luxury brands. The association will give us access to a much larger talent pool and put us on the fast track to effective brand building and image management in the entertainment, luxury and lifestyle space.”
MUMBAI: Not every bright idea lights up the room, sometimes it’s the wrong wattage turning your cosy nook into a glaring interrogation cell. Crompton Greaves Consumer Electricals Ltd. is flipping the switch on that mindset with its fresh integrated campaign, ‘Every Space Bright & Right with Crompton Lights’, unveiled on 18 February 2026. The core message? Homes aren’t one-trick ponies anymore, they’re offices, chill zones, kitchens, and entertainment hubs yet lighting decisions still boil down to “brighter is better”, leaving glare, shadows, and mismatched vibes in their wake.
The campaign calls out the overlooked truth, every space deserves illumination that fits its purpose, not a blanket blast of lumens. It nudges consumers away from generic brightness towards thoughtful choices that enhance comfort, mood, and function whether warm decorative glow for family dinners, focused task lights for cooking, softer ambient for bedrooms, or welcoming outdoor spots for the entrance.
Crompton Greaves Consumer Electricals Ltd. chief marketing officer Tanmay Prusty put it plainly, “At Crompton, we start with a clear understanding of how consumers live today. Homes are no longer static spaces, they have become workplaces, entertainment hubs, and places to unwind. Yet, lighting is still often chosen only on the basis of brightness. Through this campaign, we are encouraging consumers to think beyond brightness and choose lighting that is aligned to the purpose of every space.”
To hammer the point home, Crompton dropped a striking short film crafted with generative AI. It opens on familiar domestic scenes dinner chaos under harsh overheads, dim entrances that feel unwelcoming then rewinds the tape with purpose-matched upgrades, balanced living-room warmth, kitchen precision, bedroom calm, and outdoor flair. The reel wraps with product highlights and the tagline, driving home how Crompton’s broad indoor-plus-outdoor portfolio (think advanced features, intuitive designs) can transform everyday experiences.
Amplification is going big, digital, OOH, print, cinema, influencer tie-ups, plus eye-catching large-format branding at key South India airports. It’s a full-court press to reach urban and emerging households rethinking their lighting game.
Whether you’re binge-watching in the dark or squinting over a recipe, this campaign’s reminder is spot on: the right light doesn’t just brighten a room, it makes the space feel right. In a world of smart homes, why settle for dumb lighting?
