Crompton unveils its new digital campaign titled #CookSweatFree

18 Oct,2019

By A Correspondent


Crompton Greaves Consumer Electricals 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.


Said Rangarajan Sriram, Vice President Fans, Crompton Greaves: “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.”


Added Saumil Mehta, VP, Solutions, Schbang: “Crompton Air Buddy is a very unique product born out of a core consumer insight and 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 and more than a lakh clicks to ecommerce in just five days.”



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