As summer heat sets in, Crompton Greaves Consumer Electricals has launched a refreshing new campaign titled ‘Aankh Band Karke Le Lo’. With a narrative centered on trust, the brand emphasizes its promise of quick and dependable cooling, built on decades of product expertise.
Trust That Needs No Second Guessing
Conceptualized by BBDO India, the campaign cleverly showcases how Crompton’s air coolers have become synonymous with blind trust. The film opens on a blazing summer day. A couple steps out of their home, only to spot a calm family holding a Crompton air cooler box—with their eyes closed, smiling.
As they explore the city, the couple sees a repeating pattern—young boys unloading Crompton coolers, a girl confidently crossing the street, and customers emerging from a store—all carrying the product with eyes shut in complete assurance.
Finally, the couple reaches a retail store. The woman turns to the salesperson and asks, “Should we buy a Crompton cooler?” He replies without hesitation, “India ke No.1 Fans aur Pumps ka bharosa hai… Aankh band karke le lo.”
Back home, the couple switches on their Crompton cooler, closes their eyes, and relaxes in the cool breeze—proving that with Crompton, you don’t just stay cool; you stay confident.
Decades of Innovation, One Core Promise
Tanmay Prusty, CMO, Crompton Greaves Consumer Electricals, explained the brand’s direction:
“Summer demands reliable solutions. Cooling isn’t a luxury anymore—it’s a need. With our deep expertise in fans and residential pumps, we’ve built air coolers that are not only powerful but designed for Indian summers. ‘Aankh Band Karke Le Lo’ is more than a slogan—it reflects the confidence our customers already have in us.”
He also highlighted that Crompton’s airflow technology ensures faster cooling, longer performance, and energy efficiency—ideal for consumers who want performance without compromise.
Breaking Through Category Clutter
Josy Paul, Chairperson & CCO, BBDO India, shared the creative insight:
“The air cooler market is filled with similar claims. We decided to cut through that with something relatable and bold. Crompton’s credibility allowed us to say something few brands can—’buy it with your eyes closed’. It’s an idea born out of product truth and cultural familiarity.”
A Full-Funnel Media Push
The campaign will run across television, digital, print, cinema, and outdoor platforms. This wide rollout ensures that the message reaches both urban and rural audiences, reinforcing Crompton’s position as a trusted summer solution.
