Mumbai: Crompton Greaves Consumer Electricals Ltd., has launched a new campaign titled ‘Sculpted, Not Made’, setting a bold new direction in product design and innovation. The campaign marks the debut of the brand’s latest Fluido fan range—a stunning reimagination of ceiling fans as sculptural, fluid design elements that blend artistry with performance.
In a world where homes have become expressions of personal identity, Crompton addresses a common yet overlooked design gap: the ceiling fan. Despite rapid changes in home aesthetics, fans have often lagged behind in visual appeal. With ‘Sculpted, Not Made’, Crompton positions its Fluido fans not as mere appliances, but as functional art pieces that elevate interiors.
The campaign’s central idea is brought to life through a visually arresting TVC that takes viewers into a sculptor’s studio—where flowing forms and intricate craftsmanship mirror the design of the Fluido fan. In a symbolic scene at an art auction, the Fluido is revealed as the ultimate masterpiece, underscoring its artistic value and premium aesthetic.
Tanmay Prusty, CMO – Crompton Greaves Consumer Electricals Ltd., explained the brand’s vision behind the campaign, “At Crompton, we don’t begin with design—we begin with people: with how they live and what they truly value in the spaces they call home. Over the years, we’ve seen homes evolve into reflections of individual style and self-expression. As the leader in the fans category, we understood that the modern fan couldn’t remain just a ceiling utility—it had to evolve into something more personal.
That’s exactly what led us to create Fluido. Every element—from its fluid curves inspired by nature’s flowing forms to its sculptural balance—has been thoughtfully crafted to make a bold statement. Along with the superior performance that Fluido delivers with our trusted Crompton engineering, it also reimagines the fan as a seamless part of the living space, one that adds character and elevates the room.
Fluido reflects our design-first approach, where innovation meets artistry and intention shapes every detail. It’s more than a product—it’s how we envision the future of home décor. Our new campaign, ‘Sculpted, Not Made’, captures this vision beautifully, portraying Fluido not as an appliance, but as a piece of art designed to belong. As the category leader, we’re proud to once again raise the bar—not just for performance, but for design that truly connects with today’s lifestyle.”
Conceptualized by BBDO India, the campaign is a celebration of aesthetic innovation, casting ceilings as the new canvas for personal style. Shruthi Subramaniam, Sr. Creative Director, BBDO India, remarked, “Our personal spaces are a reflection of our personality. We thoughtfully curate art for our walls. We tastefully pick carpets for our floors. But what about our ceilings? When we first saw Crompton’s stunning new Fluido range of fans, we knew it was a disruptor. Not just a category disruptor, but a design disruptor. The fans are simply stunning. I love how ceilings can now become the backdrop for impeccable taste.”
