Crompton Greaves Consumer Electricals unveiled a new TV campaign, 'Crompton Geyser On, Energy Savings Full On!' showcasing its latest 5-star rated water heaters. The campaign highlights Crompton's commitment to balancing hot water needs with energy efficiency, addressing common concerns about energy wastage and rising utility bills.
The TV campaign taps into a familiar concern many households constantly worry about whether their geyser has been turned off, especially during hectic mornings. Families seek a balance between enjoying hot water and conserving energy without the hassle of constantly monitoring their appliances. The relatable insight is at the heart of Crompton’s campaign, humorously portraying a family’s concern over their geyser and presenting Crompton’s 5-star rated water heaters as the smart solution. With energy-efficient technology, Crompton’s water heaters let families enjoy hot water worry-free, helping to prevent energy waste and control electricity bills.
Pragya Bijalwan, CMO – Crompton Greaves Consumer Electricals said, “In the recent times, energy saving is an everyday struggle common in many households. However, consumers today are well-researched/ informed and prioritize making smart choices in everything they buy or do. The same holds true for appliances as well where consumers would want to make smart choices by opting for energy-efficient appliances. When it comes to water heaters, they seek products that are energy efficient. Being a brand that has always kept the concerns of our consumers as our top priority, we decided to address the same with our latest TVC. Our new ‘Crompton Geyser On Energy Savings Full On!' campaign uses humour and relatability to highlight a common household struggle: the constant worry about energy consumption. We wanted to show consumers that it's possible to enjoy the comfort of hot water without compromising on energy efficiency. Our 5-star rated water heaters provide smart solutions that ensure efficient energy use and lower electricity bills, allowing consumers to enjoy hot water worry-free.”
The film humorously captures the everyday stress families face while trying to save energy at home. The story unfolds with each family member, from the busy father to the concerned grandmother - continuously asking their exasperated maid, 'Is the geyser off?' As the tension rises, the maid finally snaps, affirming that it is indeed off, only for the family to discover the next morning that the geyser was left on. This time, however, there's no panic as the old geyser has been swapped for a Crompton 5-star water heater. Smiling, the family reassures each other, 'No worries, it’s Crompton - India’s No. 1 5-star water heater'. The TVC cleverly emphasises the trust consumers place in Crompton’s innovative technology, ending with the tagline, ‘Crompton Geyser On, Energy Savings Full On!’
Josy Paul, Chairperson & CCO BBDO India said, “Our new campaign for Crompton taps into the real-life concerns of families about energy consumption, particularly with appliances that are crucial yet often left running. The 'Crompton Geyser On Energy Savings Full On!' film cleverly addresses the relatable 'Did I turn it off?' dilemma through humour and heart, portraying a typical family’s repeated worry over their geyser being left on. This story allows Crompton’s 5-star rated water heaters to take centre stage as the smart, reliable solution that frees families from energy-wastage anxieties.
By blending this light-hearted narrative with Crompton’s trusted reputation for quality and efficiency, we've aimed to show that energy-saving appliances can both simplify life and reduce costs. We're excited about this campaign to reach homes and help Crompton be synonymous with worry-free, energy-efficient living."
The 360-degree campaign is set to embark on television during the India vs South Africa T20 cricket series and will be further amplified across multiple platforms.
