Crompton Greaves Consumer Electricals has announced its new master brand identity.

At the heart of its refreshed identity is ‘Cephyr’, the brand’s new emblem and primary visual expression. The brand has also rolled out a new tagline, ‘Amazing, Every Day.’

Along with this, they have also launched a sonic identity that creates an auditory signature for the brand. This sonic branding will enhance recognition and recall across consumer touchpoints, from advertisements and digital platforms to product experiences and retail environments.

The new master brand will be progressively rolled out across Crompton’s products, packaging, retail presence, digital platforms and consumer communications.

Promeet Ghosh, managing director and CEO, Crompton Greaves Consumer Electricals, said, “The home solutions industry is entering a defining phase of transformation where everyday living is simplified through thoughtful innovation, seamless experiences and solutions they can trust. We believe the strongest brands of tomorrow won’t be defined by a single category, but by the role they play across consumers’ everyday lives. That belief has shaped Crompton 2.0 - our strategic transformation into a diversified, innovation-led home solutions business. Over the past decade, we have expanded beyond our legacy categories, strengthened our innovation capabilities and built a portfolio that responds to the evolving needs of Indian consumers, while remaining anchored in the trust that has defined Crompton for over 85 years. Our new brand identity is far more than a visual change. From introducing Cephyr, the new emblem, the new tagline, along with a distinctive sonic identity, we are creating a future-ready identity for Crompton. More than a new identity, it reinforces our ambition and belief to build deeper consumer preference, accelerate our premiumisation journey and create long-term value for our consumers, partners and shareholders.”

Tanmay Prusty, chief marketing officer, Crompton Greaves Consumer Electricals, said, “Crompton has evolved significantly over the years, and our new brand identity reflects that transformation. It is a unified brand system encompassing our visual and sonic identity, designed to create a more distinctive consumer experience. At the same time, we are building a stronger platform of brands to address evolving consumer needs across different segments.”