Crompton Greaves Consumer Electricals has partnered with former India cricketer Dinesh Karthik as part of the next phase of its ‘Every Space Bright & Right with Crompton Lights’ campaign, timed around the ongoing ICC Men’s T20 World Cup.
The collaboration includes a digital film and a series of contextual Instagram reels released during the tournament. The content draws parallels between the evolving nature of cricket and the changing role of lighting in modern homes.
Developed with the support of Aflog’s creative studio, the campaign uses AI-driven visual storytelling to highlight how lighting can influence the experience of different spaces at home. The idea positions lighting as an element that adapts to different moments in everyday life.
The Instagram reel series features Karthik sharing observations from matches while connecting them to different spaces within a home. Each video links moments from the game to lighting scenarios across living rooms, kitchens and outdoor areas.
Watch the campiagn here:
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As part of the initiative, Karthik will also announce the 'Crompton Player of the Game' following every Indian match during the tournament through the reel series.
Speaking about the campaign, Tanmay Prusty, Chief Marketing Officer – Crompton Greaves Consumer Electricals Ltd., said, “At Crompton, we believe lighting plays a defining role in shaping how people experience their homes. With ‘Every Space Bright & Right’, we are encouraging consumers to move beyond a one-size-fits-all approach and think more deliberately about how each space is lit. Dinesh embodies that mindset naturally. He is known for his clarity of thought, composure under pressure, and ability to make the right call at the right moment. A connoisseur of good design and a seeker of authentic partnerships, Dinesh Karthik brings both taste and thoughtful curation to this collaboration. His strong connect across South India, especially during a cricketing event of this scale, makes him an authentic voice for this campaign. Together, we are bringing a simple but important idea into everyday conversations — that the right light can meaningfully enhance how a space feels.”
Speaking about this collaboration, Dinesh Karthik said, “In cricket, the difference often lies in small decisions made at the right time. That mindset applies at home too. Lighting plays a bigger role than we realise — it can change the energy of a room instantly. Whether you’re watching a match, spending time with family, or relaxing at home in the evening, the right light makes that experience better. That’s what I found compelling about this campaign.”
The digital film, shot at Karthik’s home, traces his reflections on how cricket has evolved since India’s victory in the inaugural ICC Men's T20 World Cup 2007. The narrative uses that evolution as a backdrop to show how different lighting setups can influence the ambience of various spaces, from living rooms to kitchens and outdoor areas.
Through the campaign, Crompton aims to continue conversations around how lighting choices can shape everyday experiences in modern homes.
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