Mumbai: Leveraging its leadership in the fan’s category, Crompton Greaves Consumer Electricals Ltd. has unveiled its latest multimedia campaign called “Silence Bhiaur Energy Savings Bhi” for its new launch of innovative and premium range of SilentPro ceiling fans that is 2X times more silent than regular fans and delivers up to 50% energy savings in electricity costs. Showcasing a playful interaction between a husband and wife, the campaign brings out a humorous yet much needed insightful take on silence.
The world we live in has become increasingly noisy today, constantly bombarded by sounds. Having a bit of silence to ourselves has become a luxury that we hope to achieve some times. Also, with everyone now being at home for a longer period, distractions have gone up a notch – from the constant background noises of a TV to ambient noises of a squeaky ceiling fan, our peace always tends to get disrupted. Hence, it’s important to give our ears a break or take a break from those distractions and difficulties of that busy life and try to experience the peace and tranquility. Bringing this to light, Crompton has launched its latest multimediacampaign – “Silence Bhiaur Energy Savings Bhi” for its new innovative SilentPro fans taking into consideration the underlying importance of those moments of silence that is needed in our daily lives as well as an entertaining take on a couple’s relationship in the film.
Speaking about the company’s latest campaign, Mr. Rohit Malkani, Vice President, Marketing, Crompton Greaves Consumer Electricals Ltd.said, “We are very pleased to launch this campaign for our new range of ceiling fans called SilentPro that captures the very nuances of everyday life. Crompton has consistently innovated to provide meaningful solutions that easethe consumers’ life. We understand that the fan is one of the most essential/fundamental necessities at home. At the same time, energy efficiency is also one of the driving factors in trying to save costs as well as doing our bit in contributing to the environment. Hence, keeping in mind how everyone needs a little bit of peace and quiet today more than ever before, we hope that the campaign addresses the same and our product helps in bringing comfort, long term benefit in energy savingsas well as (mental) peace to the people.“
Conceptualized by BBDO India, the narrative of the quirky film showcases a hilarious quarrel between a husband and wife where the latter finds it hard to experience some silence or cooling at home in the midst of her loud husband and a creaky fan. In placing a bet of having a fan that guarantees innovation and premiumness with a triple benefit – not only silence but also a higher air delivery and one that is also completely energy-efficient – the wife takes the win leaving an astonished husband in the wake of a peaceful scene, thereby capturing the most basic need/moment of experiencing silence and having “silence bhiaurenergy savings bhi”.
The 360-degree campaign will be launched on television and will further be amplified through various other mediums of the media.
Link to the TVC –
Speaking about the new innovation and its communication, Hemant Shringy, Chief Creative Officer, BBDO Mumbai said “The noise of a fan is something that we are so used to that we don’t realize how we have compromised our lives around it. We speak loudly, we keep the television volume high and often miss out some moments and conversations. Only once we experienced Crompton SilentPro did we realize what we were missing, and that we can experience silence even when the fan is on. Innovations like these make communication a lot easier. We really just highlighted the reactions that we all had. Because just like the husband in the film, we too felt, ‘Sab fans awaazkartehain’ (all fans make noise). And that made room for interesting banter between our couple. This film adds to the world of the Crompton couple that we have so far lived with featuring the various offerings and innovations from Crompton – from fans and lights to coolers and home appliances.”
Agency: BBDO India
Chairman and Chief Creative Officer – Josy Paul
Chief Executive Officer – Suraja Kishore
Chief Creative Officer, Mumbai – Hemant Shringy
Executive Creative Director Art – Sandeep Sawant
General Manager & Executive Vice President, Mumbai – Priyanka Rishi
Associate Creative Director Copy – Karan Nair
Copywriter – Anmol Samel
Sr. Art Director – Vivek Buchude
Vice President – Mitul Shah
Sr. Account Director – Santosh Manjhi
Account Executive – Varun Desai
Studio Head – Hitesh Shah
Language coordinator – Shankar Yelugu
Sr. Language Artist – Sundaram Pillai
Sr. Graphic Designer – Venkatesh Pagidimarry
Agency Producer – KV Krishnam Raju
Production House –Cutawayy Films
Executive Producer – Gaurrav Dhar
Director – Bhaveshh Kapadia