Ad Campaigns
Crompton says ‘Savings Karo, Without Compromise’ in its latest TVC
Mumbai: Crompton Greaves Consumer Electricals Ltd (CGCEL), one of the leading legacy brands in India’s fans market has unveiled its latest multimedia campaign for its new energy-efficient range – Energion ceiling fans. Titled ‘Savings Karo Without Compromise’ in a striking and quirky film, the campaign draws attention to Crompton’s progressive approach to sustainability and energy efficiency.
The 360-degree campaign will be launched on television and will further be amplified through various other mediums.
Conceptualised by BBDO, the newly launched TVC demonstrates a candid conversation that moves into a playful banter between a young couple. Showcasing a fun, candid and interaction between the duo, the film gives a humorous take to the important and relevant message of boosting one’s electricity savings, without compromising on speed and comfort. Equipped with an Activ-BLDC motor that delivers full speed savings from electricity costs, Crompton’s new energy-efficient fan range ensures absolutely no compromise on air comfort.
CGCEL’s CMO Pragya Bijalwan said, “Our endeavour is to offer innovative sustainable solutions to our consumers. We’re constantly looking for opportunities to innovate and offer energy-efficient appliances, thereby reducing our consumer’s energy consumption.”
“We understand that the fan is one of the most fundamental necessities at home and while people compromise on performance for energy efficiency, we aim to tackle this thought by highlighting the superior breeze, airflow and premium technology that goes behind making our energy-efficient ceiling fans. We believe in consumer satisfaction without compromising on their experience. With this film, we hope to communicate Crompton’s meaningful innovations that can solve the much-needed yet unspoken problems in our daily lives in the most engaging and informative way,” she added.
Speaking about the thought behind the ad, BBDO India (Mumbai) CCO, Hemant Shringy said, “Crompton’s brand proposition of ‘Let’s Hangout Ghar Pe’ has continually resonated well with the younger target audience. Taking the playful banter forward, the current film shows the wife trumping the husband once again. She challenges his scepticism when it comes to getting the best of both worlds – powerful breeze and energy saving in the same fan.”
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.
