Crompton's digital campaign for Air Buddy gains traction on e-comm

One of India’s foremost consumer durable brands known for its best in range fans, Crompton Greaves Consumer Electricals Ltd has unveiled a new digital campaign - #CookSweatFree for its innovative kitchen fan - Air Buddy to highlight the ease of a sweat-free cooking without disturbing the gas flames in the kitchen.

Amongst all the rooms in the house, one of the most action-packed ones is the kitchen. From your daily meals to the mouth-watering preparations for every occasion, it is considered as the heart of every home and the favorite spot of every homemaker. However, the kitchen is also deemed as the hottest place especially in Indian homes where one is inclined to spend almost 4 – 5 hours in the kitchen with limited exhaust facilities. Likewise, having a fan is not very helpful as it tends to disrupt the gas flames. Taking cognizance of this, Crompton has brought about an Innovative Digital Campaign for its kitchen fan Air Buddy that showcases how easy it is to cook comfortably and sweat free with Air Buddy in the kitchen.

Rangarajan Sriram, Vice President Fans, Crompton Greaves Consumer Electricals Ltd said, “Crompton engineers products that provide meaningful benefits to consumers. The consumer insight we came upon is that, while cooking, the fan is always switched “off” when the gas is “on”. The Air Buddy kitchen fan is designed in such a way that, for the first time, you can have your fan on in the kitchen and enjoy soft, focused air flow without disturbing the gas flames. A simple consumer insight has allowed us to cater to this need and enabled us to innovate for a more comfortable and convenient experience. Through this campaign we wanted to showcase the differential factor of the product in an effective manner.”

The narrative of the digital film broadly captures the key message of #CookSweatFree. The film depicts an Indian couple where the husband is found to be cooking, however, is facing discomfort due to the intense heat surrounding him. Upon returning from work, his wife comes to his rescue by switching on the new focused and soft airflow kitchen fan called Air Buddy thereby showcasing the ease of cooking and comfort in the kitchen. The campaign will further be amplified across social media. Moreover, the brand is also providing a special offer of 35% off on Amazon up to October 31^st.

Saumil Mehta, VP, Solutions, Schbang added, “Crompton Air Buddy is a very unique product born out of a core consumer insight & need. When we delved deep into our TG we realized that there is a need gap when it comes to switching a fan on while cooking in the kitchen. Popular wisdom & habit dictates "Gas on = Fan Off". Crompton picked up on this insight and tailor-made solution to enhance the consumers' cooking experience while in the kitchen. Digital played an important role in the mix right from creating awareness amongst our TG by reaching out to the right audience on YT looking out for Recipe videos, remarketing with the relevant product benefits & finally closing the loop by leading the TG back to ecommerce platforms for conversion. The results have been quite promising with 5.7 million impressions delivered, 4% CTR & more than a lakh clicks to ecommerce in just 5 days.”

Agency credentials:

• Creative Team: Mayanka Goel, Disha Daswani
• Account Management & Planning Team: Saumil Mehta, Dhruv Rajput, Atharv Singh
• Production House: Schbang Motion Pictures
• Producer: Abhimanyu Balasubramaniyam
• Director: Nilay Singh