Electrical appliances brand Crompton Greaves Consumer Electricals has launched the next phase of its “Every Space Bright & Right with Crompton Lights” campaign in collaboration with former Indian cricketer Dinesh Karthik. The initiative coincides with the excitement surrounding the ICC Men’s T20 World Cup 2026, connecting cricket moments with everyday experiences at home.

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The campaign includes a digital film and a series of contextual Instagram reels released during key match days. Through these short videos, Karthik shares observations from the ongoing tournament while drawing parallels between strategic decisions on the cricket field and thoughtful lighting choices within different spaces at home.

Developed in collaboration with Aflog’s creative studio and supported by AI-driven visual storytelling, the campaign highlights how lighting can shape the mood and functionality of living spaces. The central message emphasises that lighting should do more than simply illuminate a room – it should enhance the moment.

In the Instagram reel series, Karthik also announces the “Crompton Player of the Game” after each Indian match during the tournament. This segment celebrates standout cricket performances while reinforcing the brand’s association with moments that “light up” the game.

According to Tanmay Prusty, the campaign encourages consumers to move beyond a one-size-fits-all approach and consider how lighting can be tailored to different areas of the home. He noted that Karthik’s calm decision-making and strong connect with audiences make him a natural fit for the initiative.

Shot at Karthik’s home, the digital film reflects on how cricket and lifestyle experiences have evolved over the years. As he walks through various rooms, different lighting setups demonstrate how the right ambience can enhance activities such as match viewing, cooking, or relaxing outdoors.