Overview
Crompton Greaves Consumer Electricals Ltd. has initiated a Master Brand Refresh OOH (out‑of‑home) campaign that began in mid‑August 2026 and will run for a 30‑day period. The campaign introduces the refreshed Crompton visual identity, the new Cephyr emblem and the tagline “Amazing, Every Day.” across everyday consumer environments.
Campaign Scope and Execution
The OOH rollout covers four key Indian markets – Mumbai, Bengaluru, Chennai and the Delhi NCR region. It utilizes premium billboards, transit‑hub placements, key arterial roads, airports and bus‑side formats to ensure high‑visibility exposure in high‑footfall urban locations. The refreshed visual system, colour palette and the Cephyr logo have been adapted across these outdoor formats to create a distinctive and recognisable presence.
Management Commentary
Chief Marketing Officer Tanmay Prusty stated that the OOH component is critical for the Master Brand Launch because it places the new identity in the spaces consumers encounter daily, thereby building repeated exposure, strengthening familiarity and driving consideration for the visual system.
Company Background and Recent Highlights
Crompton, with a legacy of over 85 years, is India’s market leader in fans and residential pumps and offers a broad portfolio that includes lighting solutions, water heaters, air coolers, small kitchen appliances (mixer grinders, air fryers, OTG, electric kettles), irons and built‑in kitchen appliances. The firm also maintains a robust B2B lighting business delivering energy‑efficient solutions for commercial and industrial applications. In 2025, Crompton became the first lighting company to receive the GreenPro certification for its B2B lighting solution, underscoring its sustainability focus. The company has entered the renewable‑energy arena with solar rooftop solutions covering lighting, pumps and rooftop installations.
Awards and Recognitions
Crompton has earned three National Energy Consumer Awards (NECA) from the Bureau of Energy Efficiency, most recently presented by President Droupadi Murmu in 2023 for its storage water heater. In 2019, the brand won NECA awards in the Ceiling Fans and LED Bulbs categories. Additional accolades include being named one of India’s Best Managed Companies 2022 by Deloitte Private, inclusion in Dun & Bradstreet’s “India’s Top 500 Companies 2022,” placement in the Brand Top 75 most valuable Indian brands list for 2020 (released by WPP and Kantar), and recognition as Brand of the Decade 2021 in the Consumer Electrical category by Herald Global and BARC Asia.