Mumbai: As temperatures begin to soar across the country, Crompton Greaves Consumer Electricals Ltd., one of India’s most trusted names in consumer electricals, has launched its newest summer campaign — #AankhBandKarkeLeLo. Staying true to its core promise of #JaldiCooling, Crompton reaffirms its status as a leader in cooling solutions with a film that underscores the brand’s legacy of performance, reliability, and innovation.
With more than 85 years of engineering excellence, Crompton is synonymous with trust and innovation across Indian households. The new campaign is a bold and confident message that when it comes to beating the summer heat, consumers can “close their eyes and choose Crompton” without a second thought.
In anticipation of yet another intense Indian summer — with the IMD forecasting above-normal temperatures — consumers are increasingly seeking reliable and efficient cooling products. With a stronghold in fans and residential pumps, Crompton now brings that same trust and technology into its air coolers, designed to deliver high performance and energy efficiency under peak conditions.
Set against a sweltering summer backdrop, the campaign film cleverly illustrates how Crompton has become the default choice for consumers. From streets to showrooms, people are seen confidently choosing Crompton Air Coolers with their eyes shut—symbolizing the deep-rooted trust the brand commands. The film ends with a powerful message: “India ke No. 1 Fans aur Pumps ka bharosa hai… Aankh band karke le lo.”
Tanmay Prusty, CMO – Crompton Greaves Consumer Electricals Ltd., commented, “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.”
Josy Paul, Chairperson & CCO, BBDO India, added, “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.”
The 360-degree campaign will roll out across television, digital, print, OOH, and cinema, ensuring wide visibility and deeper engagement through the summer season.