Mumbai: For millions across India, Chhath Puja represents faith, purity, and gratitude — where every ritual, from the morning arghya to the evening prayers, revolves around water. Ensuring that every household experiences this festival seamlessly, Crompton Greaves Consumer Electricals Ltd, one of India’s most trusted consumer electrical brands, has launched a heartwarming AI-powered short film celebrating the occasion, closely linked to its brand promise, “Jahan Crompton, Wahan Bharosa.”
The film celebrates how Crompton Pumps have quietly supported generations of families, ensuring uninterrupted water for ritual baths, preparing festive delicacies such as thekua, kheer, and kadua-bhaath, and enabling prayers to the rising and setting sun. By blending tradition with innovation, the film beautifully connects the emotional significance of Chhath Puja with Crompton’s enduring promise of reliability, trust, and performance.
Speaking about the campaign, Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Ltd., said, “Festivals like Chhath are built on tradition, gratitude and generations of trust that brings the family together on such special moments. We used Artificial Intelligence technology as a tool to showcase how Crompton Pumps has been your trusted companion through generations and traditions. Through this film we wanted to capture the essence of Chhath Puja which encompasses around water, devotion and family, while also showing generations of trust through, ‘Jahan Crompton, Wahan Bharosa’ is a promise we deliver on, powering individuals, every day.”
The film opens with the poignant line, “Kyun na har paavan parv ki shuruat, ho Crompton ke saath?” It highlights how Crompton pumps quietly enable every ritual — from the morning’s first drop of water to preparing festive meals and filling the puja thali. The film seamlessly ties the brand’s functional reliability with the cultural values of trust, durability, and togetherness, culminating in the powerful message: “Peedhi dar peedhi, Crompton hai aapka Bharosemand saathi.”
Adding perspective on the initiative, Rajat Chopra, Business Head – Home Electricals & Pumps, Crompton Greaves Consumer Electricals Ltd., said, “Chhath Puja is a festival where water is at the heart of every ritual, from cleaning homes to preparing traditional delicacies and offering prayers at sunrise and sunset. At Crompton, our pumps are built to deliver an uninterrupted water supply, allowing families to celebrate these precious moments with happiness & ease. We continue to lead the market in residential pumps, and our focus on energy-efficient, reliable solutions reflects our commitment to addressing consumer needs across households and agriculture. During festivals like Chhath, we are proud to quietly support traditions while driving innovation and performance in every pump we make.”
The campaign will be rolled out across Crompton’s digital platforms — including YouTube, Facebook, Instagram, and LinkedIn — supported by a targeted social campaign and partner outreach.
