Crompton Greaves Consumer Electricals has introduced its ActivBLDC range of ceiling fans through its new TVC campaign.
The “Energy-saving ka waada, hawa adhuri nahin zyada” campaign communicates the difference of air delivery felt by the protagonist, and draws attention to Crompton’s product superiority.
The newly launched TVC conceptualised by BBDO, showcases a premium home setting wherein a girl is sitting on the sofa under her BLDC fan, holding an electricity bill, smiling. However, the scene twists to reveal the girl with just half a smile that borders to half a frown.
With a dog lying in her lap whose fur is half flying (half not), we uncover the entire scene where one half shows the discomfort on her face due to lower air delivery by the regular BLDC fan and the other half of the face shows relief from superior air delivery of Crompton ActivBLDC fan.
With energy savings and full-on air delivery, Crompton’s ActivBLDC fan brings to the people the absolute energy saving fan that does not compromise on air delivery, hence ensuring “Energy-saving ka waada, hawa adhuri nahin zyada.”
Pragya Bijalwan, CMO - Crompton Greaves Consumer Electricals, said, “There are BLDC fans in the market and they do deliver energy savings, however, when we went to the consumers, we understood that while they are looking for savings on their electricity bill, the core need still remains ‘air delivery’. The consumer is not ready to compromise on the category hygiene. Through this campaign, we intend to communicate this very thought of Crompton’s product performance by highlighting the superior air delivery and innovative technology that goes behind making our energy efficient ceiling fans. Our campaign encourages the consumer to see the difference of results between a regular BLDC Fan and Crompton’s ActivBLDC Fan, where the protagonist of the film experiences comfort with ActivBLDC fans. We are very pleased to launch this campaign that captures and communicate Crompton’s innovative ActivBLDC fans which delivers Full-on energy savings and Full-on air delivery.”
Hemant Shringy, Chief Creative Officer, BBDO India said, "This one's an eye opener. And an essential piece of information when we're all moving towards energy efficient fans. Because if a fan saves energy but compromises on its core, the air itself, then it's really doing half the job. And that's what we've tried to highlight in the communication. Crompton, with its innovation and its pursuit to offer nothing but the best to its users, is again one step ahead, by offering ActivBLDC, while others are still lagging behind."
The 360-degree campaign will be launched on television and will further be amplified across multi-media platforms like Digital, Instore etc.