Crompton Greaves Consumer Electricals Ltd., a name synonymous with reliable consumer electronics in India, has launched its latest summer campaign titled “Aankh Band Karke Le Lo”, centred around its high-performance air coolers. With the catchy and confident hashtag #AankhBandKarkeLeLo, the campaign is designed to reaffirm Crompton’s commitment to quality cooling, drawing on its promise of #JaldiCooling—a fast and refreshing escape from the summer heat.
Backed by a legacy of over 85 years, Crompton is already the leading brand in Fans and Residential Pumps, and now it aims to make a similar mark in the air coolers segment. With the Indian Meteorological Department forecasting a hotter-than-usual summer, the timing of the campaign couldn’t be more apt. The company leverages its expertise in core airflow technologies to deliver products that guarantee quick cooling, durability, and performance even in the toughest conditions.
Tanmay Prusty, CMO – Crompton Greaves Consumer Electricals Ltd., shared his thoughts on the campaign, “Every summer brings its own set of challenges, with soaring temperatures making it essential for consumers to find a cooling solution they can trust. Dependable cooling is more than just a luxury, it’s a necessity. Fan & Pumps are the heart of any air cooler & as India’s No. 1 brand in Fans & Residential Pumps, we don’t just understand cooling; we perfect it. Backed by our expertise in airflow technology, Crompton Air Coolers are designed to deliver powerful, long-lasting performance, even in peak summer. Our latest campaign, ‘Aankh Bandh Karke Le Lo,’ embodies the deep trust that generations of consumers have placed in Crompton—knowing that they can depend on us with absolute confidence. Through this campaign, we celebrate the assurance that comes with a brand that consistently delivers on its promise. With the refreshing power of #JaldiCooling, Crompton Air Coolers ensure a cooling experience so reliable that it needs no second thought.”
The television commercial (TVC) that supports the campaign presents a clever and visually compelling narrative. It opens with a couple stepping out into the scorching heat, observing a recurring trend of people across the city carrying Crompton Air Cooler boxes with their eyes closed in calm confidence. From delivery boys to pedestrians to store shoppers, everyone seems to trust the brand blindly—literally. This culminates in a retail store, where the salesperson encapsulates the message with a clear declaration: “India ke No. 1 Fans aur Pumps ka bharosa hai… Aankh band karke le lo.”
The commercial closes with the couple comfortably enjoying the cooling effect of their new Crompton Air Cooler, eyes shut in satisfaction—perfectly embodying the brand’s message.
Josy Paul, Chairperson & CCO, BBDO India, the creative agency behind the campaign, commented, “Our task was to drive awareness for Crompton in the Air Coolers category. The challenge was to rise above the noise of 'sameness' in the category, while building on our current proposition of Jaldi Cooling. We focused on the one thing that differentiates Crompton from the others - we are the leading players and expert in fans and residential pumps with a legacy of over 8 decades. It was about Crompton's expertise coupled with their time-tested trust. From these core values was born our creative idea - You can buy our Air Coolers with your eyes closed.”
This 360-degree campaign will be rolled out across multiple media channels, including television, digital, print, outdoor, and cinema, ensuring widespread visibility during the critical summer months. Through this confident and creative approach, Crompton continues to stand out as a brand consumers can trust—eyes closed.
