Ad Campaigns
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?”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
