Campaign Overview
Crompton Greaves Consumer Electricals Ltd, based in Mumbai, Maharashtra, announced the launch of an AI‑powered digital film for the Ganesh Chaturthi festival. The film places the newly launched Crompton IntelliSense SmartPro – a smart, connected automatic water‑management controller – at the centre of a contemporary festive narrative.
Creative Narrative
The story follows a young boy shaping a clay idol of Lord Ganesha and a family preparing for the celebration, devotion and the emotional ‘visarjan’ farewell. As the pond fills for the immersion, the film explains that the IntelliSense SmartPro “understands every home’s water requirement automatically, every day,” reinforcing the brand promise “Trusted Performance, Har Din.”
Distribution & Target Market
The AI‑enabled film will be streamed on Crompton’s digital and social platforms throughout the festive period, with primary activation in Maharashtra. Links provided include YouTube (www.youtu.be/cL687DEsVvY), Instagram Reel, Facebook share link, and X (formerly Twitter) post.
Executive Comment
Tanmay Prusty, Chief Marketing Officer of Crompton Greaves Consumer Electricals Ltd, said: “Ganesh Chaturthi is a celebration filled with devotion, family and togetherness, and we wanted to capture these familiar moments in a warm and relatable way. With this film, we wanted to bring Crompton Pumps’ trusted performance into a festive setting while showing how smarter water management solutions can make everyday life more convenient. Through AI‑enabled storytelling, we have brought this festive narrative to life in a playful and contemporary format, while staying true to our promise of trusted performance, every day.”
Corporate Background
Crompton boasts an 85‑year legacy and is India’s market leader in fans and residential pumps. Its consumer portfolio includes fans, pumps, lighting, water heaters, air coolers, kitchen appliances (mixer grinders, air fryers, OTG, electric kettles), irons, and built‑in kitchen appliances. The company also operates a strong B2B lighting business delivering energy‑efficient solutions for commercial and industrial applications. In 2025, Crompton became the first lighting company to receive GreenPro certification for its B2B lighting solutions, underscoring its sustainability focus. It has entered the solar rooftop market, offering solar‑powered lighting, pumps, and rooftop systems.
Awards & Recognitions
Crompton has earned three National Energy Consumer Awards (NECA) from the Bureau of Energy Efficiency, with the latest presented by President Droupadi Murmu in 2023 for its storage water heater. In 2019, it won NECA awards in Ceiling Fans and LED Bulbs. The firm was named one of India’s Best Managed Companies 2022 by Deloitte Private and listed among India’s Top 500 Companies 2022 by Dun & Bradstreet India. It featured in the Brand Top 75 most valuable Indian brands 2020 (WPP & Kantar) and was recognized as Brand of the Decade 2021 by Herald Global and BARC Asia in the Consumer Electrical category.
Disclaimer
The press release is provided under an arrangement with Newsvoir; PTI assumes no editorial responsibility.