Ad Campaigns
Crompton launches new TVC to highlight energy-saving water heaters
Mumbai: Crompton Greaves Consumer Electricals Ltd. has launched its latest TVC campaign titled ‘Crompton Geyser On Energy Savings Full On!’ to promote its new range of five star rated water heaters. Addressing the common household concern of energy wastage, this campaign cleverly blends humour with practicality, showcasing how Crompton’s innovative water heaters offer both convenience and energy efficiency, helping families lower their electricity bills without sacrificing comfort.
The TVC taps into a universal worry—whether the geyser has been turned off—while highlighting the hassle-free, energy-efficient benefits of Crompton’s 5-star water heaters. With the rising concern over energy consumption and utility costs, Crompton’s campaign promises to relieve this anxiety with a smart solution. The ad portrays the typical family scenario where everyone, from the busy father to the concerned grandmother, repeatedly checks with their maid, “Geyser off hai na?” Only to find that the geyser was left on overnight. Instead of panic, the family smiles as they realise their regular geyser has been replaced by a Crompton 5-star water heater, assuring each other, “Koi baat nahin, Crompton hai—India’s No. 1 5-star water heater.”
Crompton Greaves Consumer Electricals Ltd, CMO, Pragya Bijalwan said, “In recent times, energy saving is an everyday struggle common in many households. However, consumers today are well researched/ informed and prioritise making smart choices in everything they buy or do. The same holds true for appliances as well where consumers would want to make smart choices by opting for energy efficient appliances. When it comes to water heaters, they seek products that are energy efficient. Being a brand that has always kept the concerns of our consumers as our top priority, we decided to address the same with our latest TVC. Our new ‘Crompton Geyser On Energy Savings Full On!’ campaign uses humour and relatability to highlight a common household struggle: the constant worry about energy consumption. We wanted to show consumers that it’s possible to enjoy the comfort of hot water without compromising on energy efficiency. Our 5-star rated water heaters provide smart solutions that ensure efficient energy use and lower electricity bills, allowing consumers to enjoy hot water worry-free.”
The lighthearted TVC will air on television during the popular India vs. South Africa T20 series, reaching millions of viewers. Additionally, it will be amplified across other media platforms to reinforce Crompton’s message of energy efficiency and reliability.
BBDO India, chairperson & CCO, Josy Paul commented, “Our new campaign for Crompton taps into the real-life concerns of families about energy consumption, particularly with appliances that are crucial yet often left running. The ‘Crompton Geyser On Energy Savings Full On!’ film cleverly addresses the relatable ‘Did I turn it off?’ dilemma through humour and heart, portraying a typical family’s repeated worry over their geyser being left on. This story allows Crompton’s 5-star rated water heaters to take centre stage as the smart, reliable solution that frees families from energy-wastage anxieties. By blending this light-hearted narrative with Crompton’s trusted reputation for quality and efficiency, we’ve aimed to show that energy-saving appliances can both simplify life and reduce costs. We’re excited about this campaign to reach homes and help Crompton be synonymous with worry-free, energy-efficient living.”
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.
