Crompton Greaves Consumer Electricals Ltd. has announced a new master brand identity as part of its “Crompton 2.0” strategy, reflecting its expansion into new categories and growing focus on product and technology development.
The new identity includes “Cephyr,” a new emblem, the brand promise “Amazing, Every Day” and a new sonic identity, together forming a unified brand system across products, packaging, retail presence, digital platforms and consumer communications.
“Cephyr” draws from sapphire and Zephyrus, the Greek wind, with its design incorporating the letter “C” and an infinity symbol, while the emblem is built from 12 circles representing the months of the year. The new tagline, “Amazing, Every Day,” reflects the brand’s focus on everyday consumer experiences — the “i” in “Amazing” is inspired by the Wi-Fi symbol, while the “E” in “Every Day” draws from electrical plug and power-button symbols.
Promeet Ghosh, Managing Director & CEO, said the home solutions industry is entering a transformative phase, and that Crompton 2.0 reflects the brand’s shift into a diversified, innovation-led business built on decades of consumer trust.
Tanmay Prusty, Chief Marketing Officer, said the new identity is a unified visual and sonic system designed to create a more distinctive consumer experience, alongside a stronger portfolio of brands addressing evolving consumer needs.
Crompton has also launched Crompton Rhion, a new super-premium brand, marking what Ghosh called an important milestone in the company’s premiumisation journey.
