Crompton ropes in Dinesh Karthik for ‘Bright & Right’ campaign

MUMBAI: Crompton just turned match lights into mood lights because when Dinesh Karthik calls it “Bright & Right”, even your living room feels like it’s on the pitch. Crompton Greaves Consumer Electricals Ltd. (CGCEL) has enlisted former India cricketer, 2007 T20 World Cup champion and current commentator Dinesh Karthik as the face of its ongoing ‘Every Space Bright & Right with Crompton Lights’ campaign during the ICC Men’s T20 World Cup 2026. The collaboration brings a fresh digital film and Instagram reel series that draw clever parallels between the evolution of cricket and the way modern homes are lit.

Shot at Karthik’s home, the main film opens with him reflecting on cricket’s journey from the inaugural 2007 T20 World Cup triumph to today’s fast, high-intensity format. He recalls returning home after that tournament and realising the lighting didn’t match the energy of the game. That insight led him to rethink his spaces, eventually choosing Crompton solutions to create the right ambience: warm tones elevating match-viewing, crisp illumination sharpening kitchen tasks, and thoughtful outdoor lights crafting relaxed evenings.

A series of contextual Instagram reels released around key match days features Karthik sharing tournament insights while tying them to his “bright & right” home spaces. The campaign also crowns the “Crompton Player of the Game” after every India match, celebrating standout performances while reinforcing the brand’s link to moments that truly light up.

Crompton Greaves Consumer Electricals Ltd. chief marketing officer Tanmay Prusty said, “Lighting plays a defining role in shaping how people experience their homes. Dinesh embodies clarity of thought, composure under pressure, and the ability to make the right call at the right moment exactly what ‘Bright & Right’ stands for.”

Dinesh Karthik added, “In cricket, the difference often lies in small decisions made at the right time. That mindset applies at home too. The right light makes the experience better, whether you’re watching a match, spending time with family, or relaxing in the evening.”

Conceptualised in collaboration with Aflog’s creative studio and supported by AI-driven visual storytelling, the campaign is live across digital and social platforms. In a tournament where every boundary lights up screens, Crompton reminds us that the real glow happens at home, one perfectly lit moment at a time.