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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
