March 1st, 2023, India: While most Indian households use a ceiling fan for almost 24 hours, very few are conscious about their energy consumption round the clock. There is a common belief that energy-efficient fans tend to be expensive. Knowing the criticality of Energy consumption and possibility of Energy saving, Crompton is proud to launch Energy Saving Fans across all price segments to further affordable savings to larger base of consumers. In order to further bust this myth about Energy Efficiency fans available only at a premium price and to spread awareness of affordable energy saving fans, Crompton is pleased to launch its new campaign “Bachat ab Sabke Budget Mein”. This campaign educates the consumer how Crompton fans are both affordable and energy-efficient, these fans are complaint with the new BEE star ratings, and also establishes that anyone can now afford energy saving fans within their budget. Moreover the fans provide superior air delivery, ultimately allowing you to enjoy your time with your loved ones in the comfort of your home.
Savings or Bachat has always been a relatable factor across Indian consumers and is one of the key factors while shopping any household appliance. Moreover, consumers today are looking for sustainable and responsible choices that help make significant changes in their households and the environment. In line with the new policy announced by BEE which mandates star ratings in fans, Crompton, the market leader in the Fans industry, has taken assurance of providing start rated fans in the consumer’s budget which will not only help them save energy but also be pocket friendly. In its latest TVC, Crompton communicates its wide range of star-rated energy saving range of fans, powered by its revolutionary “Activ Power Technology,” helps reduce electricity consumption by at least 30% and can go up to reducing 60% in higher star-rating fans with Activ BLDC Technology
Speaking about the brand’s latest TVC campaign, Pragya Bijalwan, CMO – Crompton Greaves Consumer Electricals Ltd. said, “At Crompton, sustainability is one of our core agenda while providing meaningful consumer centric innovation. Our purpose has always been to evolve with time and provide contemporary choices to Indian Households. The BEE star ratings transition will help consumers saves money by saving energy, while choosing a fan that comes within their budget. By mere saving on energy the new energy efficient fan pays for itself in less than two years time*. The latest campaign captures the nuances of daily routines & frugal choices of every Indian mass household and establishes that Crompton’s wide range of star rated energy saving fans with “ActivPower Technology” gives the “power to save” to every consumer thus democratising “Energy Savings”, while also highlighting the essence of its core communication – ‘Bachat Ab Sabke Budget Mein’.”
The 360-degree campaign will be launched through a strong promotional campaign Pan India on Television and will further amplified through Digital and On ground outreach.
Conceptualised by BBDO, the newly launched TVC captures a fun banter between a middle-class couple where the conversation is mainly based on their budget and daily expenses. The film starts in the living/dining table set up of a middle class house where the wife is seen furiously chopping bhindi and her husband is seated in front of her, shelling peas, looking sheepishly at her. The entire conversation starts off as an argument between the couple on buying a probably expensive star-rated fan which will hamper the budget of the family, on which the husband reveals that the fan is, indeed, within their budget. Crompton’s latest range of fans powered by ”Activ Power Technology” saves energy as well as money. The TVC concludes with the couple silently enjoying the cool breeze of the fan knowing that the star-rated fan is in their budget itself thereby highlighting the core communication of ‘Bachat Ab Sabke Budget Mein’.
Link to the film – https://www.youtube.com/watch?v=62qY7NVAMoQ
Hemant Shringy, Chief Creative Officer, BBDO India further added, “As a market leader, Crompton has always challenged the status quo and stayed ahead of the curve with innovations that really matter. And this time, with its Activ Power technology, that makes energy efficiency affordable in fans, they’ve pioneered yet another change. And so the film is not ‘myth-busing’ but ‘fact-busting’ where a budget savvy wife is upset with her husband about ‘splurging’ on a star-rated, energy efficient fan, only to be converted into an ambassador after finding out that Crompton fans not only bring down the electricity bill each month, but unlike other energy efficient fans are also pocket friendly at the time of purchase.”
