Ad Campaigns
Crompton reveals ‘Energy-saving ka waada, hawa adhuri nahin zyada’ TVC campaign
Mumbai: With scorching heat at its peak, the indispensable fan at home provides us with much needed relief at all times. Moreover, the ceiling fan runs for almost 24 hrs of the day. While BLDC fans are known to save energy, Crompton Greaves Consumer Electricals Ltd., the market leader in fans, has introduced its ActivBLDC range of ceiling fans which not only provide energy savings, but also ensure superior air delivery. To communicate this superior benefit, the brand has introduced a new campaign titled “Energy-saving ka waada, hawa adhuri nahin zyada”. In a visually appealing film that clearly communicates the difference of air delivery felt by the protagonist, the campaign draws attention to Crompton’s innovative product superiority. Showcasing a fun, candid and playful visual of a girl under her BLDC fan, the campaign gives a hard-hitting take on the importance of superior air delivery while serving one’s requirements of energy savings.
BLDC fans have been known to significantly reduce energy consumption annually. However, the core need of consumers in fans category is air delivery. If the fan does not deliver this core need, all other features may be redundant. This is where Crompton brings in the difference with their range of energy-efficient fans powered by ActivBLDC technology which gives you superior air delivery in addition to helping you save atleast 60 per cent on your electricity bills. As a company that aims to build a deeper connection with Indian households, its new film / TVC strongly communicates the key message ensuring “Energy-saving ka waada, hawa adhuri nahin zyada.”
Speaking about the brand’s latest TVC campaign, Consumer Electricals Ltd. CMO Crompton Greaves Pragya Bijalwan said, “There are BLDC fans in the market and they do deliver energy savings, however, when we went to the consumers, we understood that while they are looking for savings on their electricity bill, the core need still remains ‘air delivery’. The consumer is not ready to compromise on the category hygiene. Through this campaign, we intend to communicate this very thought of Crompton’s product performance by highlighting the superior air delivery and innovative technology that goes behind making our energy efficient ceiling fans. Our campaign encourages the consumer to see the difference of results between a regular BLDC Fan and Crompton’s ActivBLDC Fan, where the protagonist of the film experiences comfort with ActivBLDC fans. We are very pleased to launch this campaign that captures and communicates Crompton’s innovative ActivBLDC fans which delivers Full-on energy savings and Full-on air delivery.”
The newly launched TVC conceptualized by BBDO, showcases a premium home setting wherein a girl is sitting on the sofa under her BLDC fan, holding an electricity bill, smiling. However, the scene twists to reveal the girl with just half a smile that borders on half a frown. With a dog lying in her lap whose fur is half flying (half not), we uncover the entire scene where one half shows the discomfort on her face due to lower air delivery by the regular BLDC fan and the other half of the face shows relief from superior air delivery of Crompton ActivBLDC fan. With full-on energy savings and full-on air delivery, Crompton’s ActivBLDC fan brings to you the absolute energy saving fan that does not compromise on air delivery, hence ensuring “Energy-saving ka waada, hawa adhuri nahin zyada.”
Crompton ActivBLDC Fans has a design and an under light to up your aesthetic appeal. This can be controlled by a remote or through a mobile application for an enhanced user experience thereby, uplifting the décor of your room.
The 360-degree campaign will be launched on television and will further be amplified across multi-media platforms like Digital, Instore etc.
BBDO India CCO Hemant Shringy said, “This one’s an eye opener. And an essential piece of information when we’re all moving towards energy efficient fans. Because if a fan saves energy but compromises on its core, the air itself, then it’s really doing half the job. And that’s what we’ve tried to highlight in the communication. Crompton, with its innovation and its pursuit to offer nothing but the best to its users, is again one step ahead, by offering ActivBLDC, while others are still lagging behind.”
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.
