Ceiling fans as a piece of art – has this ever crossed your mind? In today’s modern homes, every design choice is deliberate—from the furniture to the lighting—everything is curated to reflect personal style. Yet, ceiling fans often remain the one element that feels out of sync with today’s contemporary décor. Recognizing this unmet need, Crompton Greaves Consumer Electricals Ltd. has pioneered a new chapter in fan design with the launch of its latest campaign, ‘Sculpted, Not Made.’
Introducing a bold new design innovation called the Crompton Fluido Fans, this is a new range of fluidic, sculpted fans that marks the beginning of a new design language in the category—one that seamlessly blends innovation and artistry.
This growing sentiment reflects a larger shift in Indian homes today. Consumers are becoming design-conscious like never before. They’re treating their homes as personal expressions of style and looking for every element—including appliances—to align with their vision. Consumers often feel ceiling fans to be out of place in otherwise thoughtfully designed interiors.
It is this design disconnect that Crompton addresses with its latest product innovation and new campaign ‘Sculpted, Not Made’.
The new campaign, ‘Sculpted, Not Made’, brings Crompton’s vision to life through the lens of artistry. Just as a sculptor shapes raw material with precision and purpose, the Fluido range transforms the ordinary into a bold design statement. The new TVC, Sculpted Not Made, captures this story, showcasing the seamless, flowing forms of Fluido fans that convey a sense of movement even in stillness. More than just a campaign, it highlights Crompton’s leadership in reimagining ceiling fans as modern, functional art.
Speaking about the company’s latest campaign, Tanmay Prusty, CMO – Crompton Greaves Consumer Electricals Ltd., said, “At Crompton, we don’t begin with design—we begin with people: with how they live and what they truly value in the spaces they call home. Over the years, we’ve seen homes evolve into reflections of individual style and self-expression. As the leader in the fans category, we understood that the modern fan couldn’t remain just a ceiling utility—it had to evolve into something more personal.
That’s exactly what led us to create Fluido. Every element—from its fluid curves inspired by nature’s flowing forms to its sculptural balance—has been thoughtfully crafted to make a bold statement. Along with the superior performance that Fluido delivers with our trusted Crompton engineering, it also reimagines the fan as a seamless part of the living space, one that adds character and elevates the room.
Fluido reflects our design-first approach, where innovation meets artistry and intention shapes every detail. It’s more than a product—it’s how we envision the future of home décor. Our new campaign, ‘Sculpted, Not Made’, captures this vision beautifully, portraying Fluido not as an appliance, but as a piece of art designed to belong. As the category leader, we’re proud to once again raise the bar—not just for performance, but for design that truly connects with today’s lifestyle”
The newly released film, conceptualized by BBDO, captures the essence of craftsmanship and artistry, set in a sculptor’s studio, where seamless and fluid sculptures take shape. The sculptor meticulously works on curves, refining every detail to perfection. Meanwhile, at an art auction, bidders compete for an exclusive masterpiece. As the sculptor completes his work, the most sought-after piece is revealed—Crompton SielntPro Fluido Wave, displayed with elegance both in the studio and at the auction house, with “Crompton” etched onto its platform. The film showcases the curves and seamless design of Crompton’s range of fans, highlighting their fluidity, elegance, and unmatched beauty. In the final shot, the Fluido finds its place in the home of the highest bidder, becoming the centerpiece of her living room.
Fluido represents the perfect blend of innovation and elegance, setting a new standard for what a fan can be. It’s more than just a product; it’s a bold statement of form, function, and timeless design.
This 360-degree campaign will be launched on television and will further be amplified through various other mediums. Fluido isn’t just made. It’s sculpted — a true blend of form, function, and brand purpose.
Shruthi Subramaniam, Sr. Creative Director, BBDO India said, “Our personal spaces are a reflection of our personality. We thoughtfully curate art for our walls. We tastefully pick carpets for our floors. But what about our ceilings? When we first saw Crompton’s stunning new Fluido range of fans, we knew it was a disruptor. Not just a category disruptor, but a design disruptor. The fans are simply stunning. I love how ceilings can now become the backdrop for impeccable taste.”
