Ad Campaigns
Crompton Greaves will let you #CookSweatFree with ‘Air Buddy’
MUMBAI: One of India’s foremost consumer durable brands, Crompton Greaves Consumer Electricals Ltd unveiled a new digital campaign – #CookSweatFree for its innovative kitchen fan ‘Air Buddy’ to highlight the ease of a sweat-free cooking without disturbing the gas flames in the kitchen.
Amongst all the rooms in the house, one of the most action-packed ones is the kitchen. From your daily meals to the mouth-watering preparations for every occasion, it is considered as the heart of every home and the favourite spot of every homemaker. However, the kitchen is also deemed as the hottest place especially in Indian homes where one is inclined to spend almost 4 to 5 hours in the kitchen with limited exhaust facilities. Likewise, having a fan is not very helpful as it tends to disrupt the gas flames. Taking cognizance of this, Crompton has brought about an Innovative Digital Campaign for its kitchen fan Air Buddy that showcases how easy it is to cook comfortably and sweat free with Air Buddy in the kitchen.
Crompton Greaves Consumer Electricals Ltd vice president fans Rangarajan Sriram said, “Crompton engineers products that provide meaningful benefits to consumers. The consumer insight we came upon is that, while cooking, the fan is always switched “off” when the gas is “on”. The Air Buddy kitchen fan is designed in such a way that, for the first time, you can have your fan on in the kitchen and enjoy soft, focused air flow without disturbing the gas flames. A simple consumer insight has allowed us to cater to this need and enabled us to innovate for a more comfortable and convenient experience. Through this campaign we wanted to showcase the differential factor of the product in an effective manner.”
The narrative of the digital film broadly captures the key message of #CookSweatFree. The film depicts an Indian couple where the husband is found to be cooking, however, is facing discomfort due to the intense heat surrounding him. Upon returning from work, his wife comes to his rescue by switching on the new focused and soft airflow kitchen fan called ‘Air Buddy’ thereby showcasing the ease of cooking and comfort in the kitchen. The campaign will further be amplified across social media. Moreover, the brand is also providing a special offer of 35% off on Amazon up to October 31st.
Schbang VP, solutions Saumil Mehta added, “Crompton Air Buddy is a very unique product born out of a core consumer insight & need. When we delved deep into our TG we realized that there is a need gap when it comes to switching a fan on while cooking in the kitchen. Popular wisdom & habit dictates "Gas on = Fan Off". Crompton picked up on this insight and tailor-made solution to enhance the consumers' cooking experience while in the kitchen. Digital played an important role in the mix right from creating awareness amongst our TG by reaching out to the right audience on YT looking out for Recipe videos, remarketing with the relevant product benefits & finally closing the loop by leading the TG back to ecommerce platforms for conversion. The results have been quite promising with 5.7 million impressions delivered, 4% CTR & more than a lakh clicks to ecommerce in just 5 days.”
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.
