Crompton unveils digital campaign to introduce kitchen fan 'Air Buddy'

Consumer durable brand Crompton Greaves Consumer Electricals Ltd. has unveiled a new digital campaign, #CookSweatFree, for its innovative kitchen fan Air Buddy to highlight the ease of a sweat-free cooking without disturbing the gas flames.

Kitchen is considered as the heart of every home and the favourite spot of every homemaker. However, the kitchen is also deemed as the hottest place, especially in Indian homes where one is inclined to spend almost four to five hours with limited exhaust facilities. Likewise, having a fan is not very helpful as it tends to disrupt the gas flames. Keeping this in mind, Crompton has brought about an innovative digital campaign for its kitchen fan, which showcases how easy it is to cook comfortably and sweat-free with Air Buddy.

Rangarajan Sriram, Vice-President, Fans, Crompton Greaves Consumer Electricals Ltd., said, “Crompton engineers products that provide meaningful benefits to consumers. The consumer insight we came upon is that while cooking, the fan is always switched ‘off’ when the gas is ‘on’. The Air Buddy kitchen fan is designed in such a way that, for the first time, you can have your fan on in the kitchen and enjoy soft, focused air flow without disturbing the gas flames. A simple consumer insight has allowed us to cater to this need and enabled us to innovate for a more comfortable and convenient experience. Through this campaign, we wanted to showcase the differential factor of the product in an effective manner.”

The narrative of the digital film broadly captures the key message of #CookSweatFree. The film depicts an Indian couple where the husband is found to be cooking but is facing discomfort due to the intense heat surrounding him. Upon returning from work, his wife comes to his rescue by switching on the new focused and soft airflow kitchen fan called Air Buddy, showcasing the ease of cooking and comfort in the kitchen. The campaign will be amplified across social media. The brand is also providing a special offer of 35% off on Amazon till October 31.

Saumil Mehta, VP, Solutions, Schbang, added, “Crompton Air Buddy is a very unique product born out of a core consumer insight and need. When we delved deep into our TG, we realised that there is a need gap when it comes to switching a fan on while cooking in the kitchen. Popular wisdom and habit dictates ‘Gas on = Fan Off’. Crompton picked up on this insight and tailor-made a solution to enhance the consumers' cooking experience while in the kitchen. Digital played an important role in the mix right from creating awareness among our TG by reaching out to the right audience on YT looking out for recipe videos, remarketing with the relevant product benefits and finally closing the loop by leading the TG back to ecommerce platforms for conversion. The results have been quite promising with 5.7 million impressions delivered, 4% CTR and more than a lakh clicks to ecommerce in just five days.”

The Film:

Credits:

Client: Crompton Greaves Consumer Electricals Ltd.

Creative Team: Mayanka Goel, Disha Daswani

Account Management & Planning Team: Saumil Mehta, Dhruv Rajput, Atharv Singh

Production House: Schbang Motion Pictures

Producer: Abhimanyu Balasubramaniyam

Director: Nilay Singh

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