MUMBAI: Leveraging its leadership in the fan’s category, Crompton Greaves Consumer Electricals Ltd has unveiled its latest multimedia campaign called “Silence Bhi aur Energy Savings Bhi” for its new launch of innovative and premium range of SilentPro ceiling fans that is 2X times more silent than regular fans and delivers up to 50 per cent energy savings in electricity costs. Showcasing a playful interaction between a husband and wife, the campaign brings out a humorous yet much needed insightful take on silence.
The world we live in has become increasingly noisy today, constantly bombarded by sounds. Having a bit of silence to ourselves has become a luxury that we hope to achieve some times. Also, with everyone now being at home for a longer period, distractions have gone up a notch - from the constant background noises of a TV to ambient noises of a squeaky ceiling fan, our peace always tends to get disrupted. Hence, it’s important to give our ears a break or take a break from those distractions and difficulties of that busy life and try to experience the peace and tranquility. Bringing this to light, Crompton has launched its latest multimedia campaign - “Silence Bhi aur Energy Savings Bhi” for its new innovative SilentPro fans taking into consideration the underlying importance of those moments of silence that is needed in our daily lives as well as an entertaining take on a couple’s relationship in the film.
Crompton Greaves Consumer Electricals Ltd VP marketing Rohit Malkani said, “We are very pleased to launch this campaign for our new range of ceiling fans called SilentPro that captures the very nuances of everyday life. Crompton has consistently innovated to provide meaningful solutions that ease the consumers’ life. We understand that the fan is one of the most essential/fundamental necessities at home. At the same time, energy efficiency is also one of the driving factors in trying to save costs as well as doing our bit in contributing to the environment. Hence, keeping in mind how everyone needs a little bit of peace and quiet today more than ever before, we hope that the campaign addresses the same and our product helps in bringing comfort, long term benefit in energy savings as well as (mental) peace to the people."
Conceptualised by BBDO India, the narrative of the quirky film showcases a hilarious quarrel between a husband and wife where the latter finds it hard to experience some silence or cooling at home in the midst of her loud husband and a creaky fan. In placing a bet of having a fan that guarantees innovation and premiumness with a triple benefit - not only silence but also a higher air delivery and one that is also completely energy efficient - the wife takes the win leaving an astonished husband in the wake of a peaceful scene, thereby capturing the most basic need/moment of experiencing silence and having “silence bhi aur energy savings bhi.”
The 360-degree campaign will be launched on television and will further be amplified through various other mediums of the media.
BBDO Mumbai CCO Hemant Shringy said, “The noise of a fan is something that we are so used to that we don’t realise how we have compromised our lives around it. We speak loudly, we keep the television volume high and often miss out some moments and conversations. Only once we experienced Crompton SilentPro did we realise what we were missing, and that we can experience silence even when the fan is on. Innovations like these make communication a lot easier. We really just highlighted the reactions that we all had. Because just like the husband in the film, we too felt, ‘Sab fans awaaz karte hain’ (all fans make noise). And that made room for interesting banter between our couple. This film adds to the world of the Crompton couple that we have so far lived with featuring the various offerings and innovations from Crompton – from fans and lights to coolers and home appliances.”
