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.”
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.
