Crompton announced the launch of its energy saving fans across all price segments with new campaign “Bachat ab Sabke Budget Mein”.
The campaign aims to spread awareness about affordable energy-saving fans and educate consumers on Crompton’s range of affordable and energy-efficient fans that are compliant with the new BEE star ratings.
Conceptualised by BBDO, the TVC captures a fun banter between a middle-class couple where the conversation is mainly based on their budget and daily expenses. The entire conversation starts off as an argument between the couple on buying a probably expensive star-rated fan which will hamper the budget of the family, on which the husband reveals that the fan is, indeed, within their budget.
Speaking about the brand’s latest TVC campaign, Pragya Bijalwan, CMO – Crompton Greaves Consumer Electricals Ltd., said, “At Crompton, sustainability is one of our core agenda while providing meaningful consumer centric innovation. Our purpose has always been to evolve with time and provide contemporary choices to Indian Households. The BEE star ratings transition will help consumers saves money by saving energy, while choosing a fan that comes within their budget. By mere saving on energy the new energy efficient fan pays for itself in less than two years time. The latest campaign captures the nuances of daily routines & frugal choices of every Indian mass household and establishes that Crompton’s wide range of star rated energy saving fans with “ActivPower Technology” gives the “power to save” to every consumer thus democratising “Energy Savings”, while also highlighting the essence of its core communication – ‘Bachat Ab Sabke Budget Mein’.”
Hemant Shringy, Chief Creative Officer, BBDO India, said, “As a market leader, Crompton has always challenged the status quo and stayed ahead of the curve with innovations that really matter. And this time, with its Activ Power technology, that makes energy efficiency affordable in fans, they’ve pioneered yet another change. And so the film is not ‘myth-busing’ but ‘fact-busting’ where a budget savvy wife is upset with her husband about ‘splurging’ on a star-rated, energy efficient fan, only to be converted into an ambassador after finding out that Crompton fans not only bring down the electricity bill each month, but unlike other energy efficient fans are also pocket friendly at the time of purchase.”
The 360-degree campaign will be launched through a strong promotional campaign Pan India on Television and will further amplified through Digital and On ground outreach.
Watch the film here:
