MUMBAI: When it comes to beating the heat, India doesn’t sweat the choice—it’s Crompton, eyes shut or at least that's what the brand would like us to believe. The brand’s latest campaign, aankh band karke le lo, plays on trust as its air coolers promise jaldi cooling, delivering an instant summer escape.
With temperatures set to soar—India’s meteorological department warns of a sizzling season—consumers are likely to be on the hunt for fast, effective cooling. Crompton, India’s No 1 brand in fans and residential pumps, knows a thing or two about airflow. Its air coolers, powered by top-notch engineering, are built to take the heat head-on.
Crompton Greaves Consumer Electricals Ltd CMO Tanmay Prusty said,: “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 and pumps are the heart of any air cooler and as India’s No. 1 brand in this area, 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 jaldi cooling, Crompton air coolers ensure a cooling experience so reliable that it needs no second thought.”
The ad film cleverly dramatises this blind faith. A couple, braving the summer sun, spots people everywhere buying Crompton air coolers—eyes shut, radiating calm. Their curiosity leads them to a store, where a salesman delivers the clincher: “India ke No.1 fans aur pumps ka bharosa hai… aankh band karke le lo.”
Cut to their home, basking in the cool breeze, eyes closed in pure bliss.
BBDO India chairperson & CCO Josy Paul said, “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 eight 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.”
Airing across TV, digital, print, OOH, and cinemas, the campaign makes one thing clear: when it’s cooling, it’s Crompton—no peeking required.
