Crompton has rolled out a film titled '#AankhBandhKarkeLelo' for its range of air coolers.

The film, conceptualised by BBDO shows a couple stepping out of their home. As the elevator doors open, they notice a family inside — calmly holding a Crompton air cooler box, with their eyes closed. This continues through their journey — those walking with a Crompton air cooler are walking with their eyes closed to imply the trust they have in the brand. As they walk into a store, the sales person tells them how it provides the same assurance its fans and pumps do and urges them to purchase a Crompton air cooler.

What we think about it: While it drives home the message of trust for the air coolers space, the film also cleverly adds in a message about its fans and water pumps range. 

Tanmay Prusty, CMO – Crompton Greaves Consumer Electricals, said, "Every summer brings its own set of challenges, with soaring temperatures making it essential for consumers to find a cooling solution they can trust. Dependable cooling is more than just a luxury, it’s a necessity. Fan and pumps are the heart of any air cooler and as India’s number one brand in fans and residential pumps, we don’t just understand cooling; we perfect it. Backed by our expertise in airflow technology, Crompton air coolers are designed to deliver powerful, long-lasting performance, even in peak summer. Our latest campaign, ‘Aankh Bandh Karke Le Lo,’ embodies the deep trust that generations of consumers have placed in Crompton—knowing that they can depend on us with absolute confidence. Through this campaign, we celebrate the assurance that comes with a brand that consistently delivers on its promise. With the refreshing power of #JaldiCooling, Crompton air coolers ensure a cooling experience so reliable that it needs no second thought.”

Josy Paul, chairperson and CCO, BBDO India, said, “Our task was to drive awareness for Crompton in the air coolers category. The challenge was to rise above the noise of 'sameness' in the category, while building on our current proposition of Jaldi cooling. We focused on the one thing that differentiates Crompton from the others - we are the leading players and expert in fans and residential pumps with a legacy of over eight decades. It was about Crompton's expertise coupled with their time-tested trust. From these core values was born our creative idea - you can buy our air coolers with your eyes closed.”

Along with the film, the campaign also has digital, print, OOH and cinema legs.