Crompton strengthens its Lighting play
With its upcoming film, Crompton brings focus to choosing the right lighting for every space, reinforcing the role of illumination in modern homes.
The campaign is rooted in a simple but often overlooked consumer truth — every space needs different kinds of lighting solutions. While many consumers continue to equate good lighting with brightness alone, the right lighting is about choosing illumination that fits the purpose of the space. With this campaign, Crompton encourages consumers to move beyond a one-size-fits-all approach and choose lighting that is truly Bright & Right.
To take this message to consumers at scale, Crompton is rolling out a high-impact campaign amplification plan across key consumer touchpoints including Digital, OOH, Print, Cinema, and influencer partnerships. This campaign will also feature large-format branding across key airports in South India. The campaign spotlights Crompton’s comprehensive lighting portfolio — covering both indoor and outdoor solutions — designed to meet diverse spaces and evolving lifestyle needs.
Speaking about the campaign, Tanmay Prusty, Chief Marketing Officer – Crompton Greaves Consumer Electricals Ltd., said, “At Crompton, we start with a clear understanding of how consumers live today. Homes are no longer static spaces — they have become workplaces, entertainment hubs, and places to unwind. Yet, lighting is still often chosen only on the basis of brightness. Through this campaign, we are encouraging consumers to think beyond brightness and choose lighting that is aligned to the purpose of every space. Our lighting portfolio reflects this focus, bringing together thoughtful design, advanced features, and intuitive functionality to enhance everyday comfort and experiences in modern Indian homes.”
This campaign also premieres a striking short film created with generative AI to amplify the message and further push the boundaries of lighting storytelling.
