MAM
Crompton ropes in Dinesh Karthik for ‘Bright & Right’ campaign
T20 World Cup tie-up celebrates lighting evolution through cricket icon’s home journey.
MUMBAI: Crompton just turned match lights into mood lights because when Dinesh Karthik calls it “Bright & Right”, even your living room feels like it’s on the pitch. Crompton Greaves Consumer Electricals Ltd. (CGCEL) has enlisted former India cricketer, 2007 T20 World Cup champion and current commentator Dinesh Karthik as the face of its ongoing ‘Every Space Bright & Right with Crompton Lights’ campaign during the ICC Men’s T20 World Cup 2026. The collaboration brings a fresh digital film and Instagram reel series that draw clever parallels between the evolution of cricket and the way modern homes are lit.
Shot at Karthik’s home, the main film opens with him reflecting on cricket’s journey from the inaugural 2007 T20 World Cup triumph to today’s fast, high-intensity format. He recalls returning home after that tournament and realising the lighting didn’t match the energy of the game. That insight led him to rethink his spaces, eventually choosing Crompton solutions to create the right ambience: warm tones elevating match-viewing, crisp illumination sharpening kitchen tasks, and thoughtful outdoor lights crafting relaxed evenings.
A series of contextual Instagram reels released around key match days features Karthik sharing tournament insights while tying them to his “bright & right” home spaces. The campaign also crowns the “Crompton Player of the Game” after every India match, celebrating standout performances while reinforcing the brand’s link to moments that truly light up.
Crompton Greaves Consumer Electricals Ltd. chief marketing officer Tanmay Prusty said, “Lighting plays a defining role in shaping how people experience their homes. Dinesh embodies clarity of thought, composure under pressure, and the ability to make the right call at the right moment exactly what ‘Bright & Right’ stands for.”
Dinesh Karthik added, “In cricket, the difference often lies in small decisions made at the right time. That mindset applies at home too. The right light makes the experience better, whether you’re watching a match, spending time with family, or relaxing in the evening.”
Conceptualised in collaboration with Aflog’s creative studio and supported by AI-driven visual storytelling, the campaign is live across digital and social platforms. In a tournament where every boundary lights up screens, Crompton reminds us that the real glow happens at home, one perfectly lit moment at a time.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
