Conceptualised and executed by BBDO
Crompton Greaves Consumer Electricals has rolled out a striking new campaign titled ‘Sculpted, Not Made’ to mark the launch of its Fluido Fan range. These new ceiling fans are designed with fluid, sculptural aesthetics that seamlessly integrate into contemporary home interiors, blending function with form.
The campaign aims to address the long-standing gap between home décor trends and conventional fan design. With Fluido, Crompton is positioning itself at the forefront of design innovation in the ceiling fan category.
Tanmay Prusty, CMO at Crompton Greaves Consumer Electricals, shared insights into the brand’s approach:
“At Crompton, we start with people – how they live, what matters to them, and how their homes reflect personal style. As homes have evolved into expressions of identity, we saw an opportunity to transform the ceiling fan into more than just a utility. That thinking led us to Fluido. Inspired by nature’s flowing forms, every curve and contour of the fan has been sculpted to create visual harmony. Alongside its high performance – powered by our trusted engineering – Fluido redefines the role of a fan in today’s living spaces. It’s design-led, artfully crafted, and elevates any room it’s in. Our campaign ‘Sculpted, Not Made’ encapsulates this philosophy, presenting Fluido not merely as a product, but as a piece of art that belongs in modern homes.”
The TV commercial, created by BBDO, brings this concept to life through an evocative narrative set in a sculptor’s studio and an art auction. A sculptor is seen crafting fluid, elegant forms, culminating in the reveal of the Crompton SilentPro Fluido Wave fan – portrayed as a work of art. The fan eventually finds its place in a stylish living room, symbolizing its role as both a design statement and a functional appliance.
This integrated 360-degree campaign will debut on television and expand across multiple platforms, reinforcing Crompton’s commitment to performance and aesthetic excellence.
