Dinesh Karthik lights up Crompton's new campaign for smarter home solutions
Crompton Greaves Consumer Electricals Ltd. (CGCEL) has partnered with former cricketer Dinesh Karthik to launch its latest campaign, Every Space Bright & Right with Crompton Lights. The collaboration aims to demonstrate how lighting can transform living spaces, much like how cricket has evolved over time. The company, a leader in India's fan and pump market for over 85 years, is expanding its focus on smart home solutions through this partnership.
The campaign will see Dinesh Karthik announce the Crompton Player of the Game after every Indian match during the ICC Men's T20 World Cup. A digital film featuring Karthik also shows him reimagining his home's lighting to reflect the energy of cricket, reinforcing the idea that the right light enhances any moment.
Crompton's campaign draws a parallel between the progression of cricket and the advancements in home lighting. Karthik, known for his strategic approach to the game, aligns with Crompton's philosophy of selecting lighting that suits each space and occasion. He has stated that thoughtful lighting can significantly change how a room feels and functions.
The company, which holds a dominant position in fans and residential pumps, also manufactures water heaters, air coolers, and small kitchen appliances. Its commitment to energy efficiency has earned it three National Energy Consumer Awards—two in 2019 for ceiling fans and LED bulbs, and another in 2023 for storage water heaters. Additionally, Crompton has been recognised as one of India's Best Managed Companies.
Tanmay Prusty, Chief Marketing Officer of CGCEL, emphasised that lighting plays a crucial role in shaping people's experiences at home. The campaign builds on Crompton's legacy of innovation while reinforcing its reputation for quality and efficiency.
The partnership with Dinesh Karthik will run throughout the ICC Men's T20 World Cup, increasing visibility for Crompton's lighting solutions. The campaign underscores the brand's long-standing expertise in home electricals while promoting the idea of tailored lighting for every space. With a history of over 85 years and multiple industry awards, Crompton continues to lead in both product innovation and consumer trust.
