Crompton Greaves Consumer Electricals has announced the launch of a multimedia campaign for its latest range of Trio lights. The product, Trio Ceiling Lights offers indirect lighting. This indirect lighting technology does not cause glare on the TV screen creating a “Mood Jaisa Lighting Waisa” ambience.
The newly launched TVC by Crompton, hence, takes the audience through a couple’s daily routine, highlighting the impact of the Trio range on their home lighting. Gone are the days of adjusting lights or battling screen glare by changing one’s position in the room. This specialised indirect lighting creates an ambiance for an immersive viewing experience claims the company.
The 360-degree campaign will be launched on television and will further be amplified through various other mediums like digital and cinema.
In today’s hectic lifestyle, evenings are the perfect time, when families gather together to watch entertainment shows on TV. However, many of us have experienced the annoyance of screen glare from overhead lights, compromising the picture quality and eye strain that ruins the entire experience. Keeping this in mind, Crompton’s new Trio lights boast a “Theatre Mode” with indirect lighting, ensuring that viewers fully enjoy shows and movies without disruptions like making one shift positions or angles while watching TV. These lights will effectively turn the living room into a cinema-like atmosphere within the home added the company. Crompton’s new TVC looks to capture this insight realistically, taking viewers on a journey wherelighting elevates their everyday entertainment experience and memories with the click of a button.
Pragya Bijalwan, CMO – Crompton Greaves Consumer Electricals said, “At Crompton, innovation goes beyond technology. We strive to understand the evolving needs of our consumers and translate them into products that seamlessly integrate into their lives. In our latest campaign, we’re thrilled to introduce Crompton’s innovative Trio Lights, redefining the way consumers interact with lighting in their homes. Recognizing the pivotal role lighting plays, especially during television viewing, we’ve introduced a ground-breaking feature: theatre mode.
“This mode offers indirect lighting that eliminates glare on television screens, ensuring an immersive viewing experience like never before. Trio lights also has other modes that give direct lighting and combination lighting to suit your needs like working, partying etc. Our aim with this campaign is to showcase that Crompton is not just a provider of lighting solutions, but a leader in revolutionizing how people experience and interact with light in their homes.”
The newly launched TVC conceptualised by BBDO takes viewers on a journey of a cricket-loving couple whose game night is plagued by harsh, unforgiving overhead light. The frustration is evident as the glare washes out the screen, making it impossible to enjoy the match. Enter Crompton’s new Trio Lights,. The film seamlessly transitions between movie nights bathed in warm Theatre Mode that gives indirect lighting, focused work sessions illuminated by Work Mode, to parties with the Party Mode. The transition between theatre, work, and party modes ensures that the lighting complements their activities.
The film looks to further emphasise the fact that Crompton’s Trio Lights aren’t just about illumination; they become an integral part, enriching everyday experiences and turning ordinary moments into cherished memories. This TVC looks to show how Trio Lights go beyond illumination, adapting to one’s ever-shifting moods and desires explains the company.
Hemant Shringy, Chief Creative Officer, BBDO India adds, “Being the category leader, Crompton products are intuitively innovative. As consumers we tend to live with, or make peace with small irritants. But as a brand that puts its consumer first, Crompton constantly challenges the status quo. Why should you have to move the angle of the TV or give up on your favourite spot or make huge architectural adjustment to your room just because of the light that throws glare on the TV? Every innovation from Crompton is towards enhancing the user’s everyday experience.”
Link to the TVC –
