Ad Campaigns
Crompton Water Heaters launch first-ever TVC
MUMBAI: Crompton Greaves Consumer Electricals Ltd, a leader in the Consumer Electricals and Durable space, announced the launch of its first-ever TVC campaign titled – ‘Perfect Hot Water’ with the tagline ‘Crompton Water Heater Yaani Perfect Hot Water’ for its newly-launched innovative range of water heaters.
The new TVC highlights the triple-shield technology which gives you the ‘Perfect’ hot water every day, instantly and consistently over a number of years thereby enhancing the life of water heaters. The genesis of the TVC lies in the reality that people are leaving no stone unturned in order to make their home picture perfect for their family. While the flooring, lightings, interiors are taken care of and the latest sanitary wares are fixated, the water heater is considered as an important aspect of the bathroom, thus, highlighting the film’s key message of the need to have the perfect hot water and the eagerness to take the perfect hot water shower in any situation.
The narrative of the TVC broadly captures the very essence of a relaxing hot shower with the “Perfect Hot Water”.
Speaking about the campaign, Crompton Greaves Consumer Electricals Ltd vice president–appliance business Sachin Phartiyal said, “We’re very excited to launch our first-ever TVC campaign for water heaters. Water heaters have become a significant part of our lifestyle and are considered as one of the most important appliances of the household. This new launch bears testimony to our ability to constantly offer innovative and customized solutions based on consumer insights and preferences. Taking advantage of this modern amenity in order to make life more convenient and comfortable we have launched this new range of water heaters with triple shield technology. Through this campaign, we wanted to showcase the most valued factor of the product in an effective manner.”
The 360-degree campaign will be launched on television and will further be amplified through various other mediums of the media across key cities in India.
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.
