Crompton has rolled out a campaign, 'Crompton Geyser On Energy Savings Full On!' for its new range of energy-saving water heaters.

Conceptualised by BBDO India, the campaign comprises a film. The ad film showcases the anxiety that a family goes through while ensuring energy efficiency at home. From the busy father to the small child getting ready, every member of the family repeatedly asks the maid if the geyser is off. Agitated, the maid replies that the geyser is off. The next day, the geyser is left on, after which she panics and goes to inform the family about the same. But, much to her surprise, the whole family is calm and breaks into smiles and informs her that their regular geyser has been replaced by Crompton's energy-saving water heater.

What we think about it: Drawing on relatable consumer insight, the campaign takes a humorous route. The messaging is crisp, clear and focused. 

Pragya Bijalwan, chief marketing officer, Crompton Greaves Consumer Electricals, said, “In recent times, energy saving is an everyday struggle common in many households. However, consumers today are well-researched/ informed and prioritise 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.”

Josy Paul, chairperson and 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."

The film was released on 8 November.