Crompton Greaves Consumer Electricals has announced the launch of an all new multimedia campaign for its latest range of Trio lights. The product, Trio Ceiling Lights, hosts the feature of indirect lighting. This indirect lighting technology does not cause glare on your TV screen creating the “Mood Jaisa Lighting Waisa” ambience.
The newly launched TVC by Crompton takes the audience through a couple's daily routine, aiming to highlight the impact of the Trio range on their home lighting. Gone are the days of adjusting lights or battling screen glare by changing your position in the room. This specialised indirect lighting aims to create the ambience for an immersive viewing experience.
Speaking about the company’s latest campaign, Pragya Bijalwan, CMO - Crompton Greaves Consumer Electricals, said, "At Crompton, innovation goes beyond technology. We strive to understand the evolving needs of our consumers and translate them into products that seamlessly integrate into their lives. In our latest campaign, we're thrilled to introduce Crompton's innovative Trio Lights, redefining the way consumers interact with lighting in their homes. Recognizing the pivotal role lighting plays, especially during television viewing, we've introduced a ground-breaking feature: theatre mode. This mode offers indirect lighting that eliminates glare on television screens, ensuring an immersive viewing experience like never before. Trio lights also have other modes that give direct lighting and combination lighting to suit your needs like working, partying etc. Our aim with this campaign is to showcase that Crompton is not just a provider of lighting solutions, but a leader in revolutionizing how people experience and interact with light in their homes.”
The newly launched TVC, conceptualised by BBDO, takes you on a journey of a cricket-loving couple whose game night is plagued by harsh, unforgiving overhead light. The frustration is evident as the glare washes out the screen, making it impossible to enjoy the match. Enter Crompton’s new Trio Lights, aiming to showcase the fun and flexibility that comes with the three distinct modes.
The film transitions between cosy movie nights bathed in warm Theatre Mode that gives indirect lighting, focused work sessions illuminated by Work Mode, to parties with the energy of Party Mode. The transition between theatre, work, and party modes aims to ensure that the lighting complements their activities, making every moment more enjoyable and memorable.
Hemant Shringy, Chief Creative Officer, BBDO India, added, “Being the category leader, Crompton products are intuitively innovative. As consumers we tend to live with, or make peace with small irritants. But as a brand that puts its consumer first, Crompton constantly challenges the status quo. Why should you have to move the angle of the TV or give up on your favourite spot or make huge architectural adjustments to your room just because of the light that throws glare on the TV? Every innovation from Crompton is towards enhancing the user’s everyday experience.”
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