Crompton Greaves Consumer Electricals Ltd. has rolled out a new integrated lighting campaign titled ‘Every Space Bright & Right with Crompton Lights’, aimed at reshaping how Indian consumers think about home illumination. The campaign urges audiences to move beyond brightness as the sole criterion and instead choose lighting solutions that are thoughtfully aligned with the purpose and mood of each space.
Built on the insight that modern homes have evolved into multi-functional environments-doubling up as workspaces, entertainment zones, and places for relaxation-the campaign challenges the common one-size-fits-all approach to lighting. Crompton positions illumination as a lifestyle choice, highlighting how glare, uneven lighting, and overly harsh brightness can negatively impact comfort and everyday experiences.
Through its ‘Bright & Right’ proposition, the brand encourages consumers to adopt context-specific lighting that enhances both functionality and ambience. The campaign showcases Crompton’s extensive indoor and outdoor lighting portfolio, designed to meet the changing needs of contemporary Indian homes.
To drive scale and visibility, the initiative features a comprehensive media mix spanning digital platforms, out-of-home (OOH), print, cinema, and influencer collaborations. Large-format branding across key South Indian airports further strengthens its reach among urban and transit audiences.
Commenting on the launch, Tanmay Prusty, Chief Marketing Officer at Crompton, said the campaign reflects how consumers live today, noting that while homes have transformed, lighting choices often remain limited to brightness alone. He added that Crompton’s portfolio brings together thoughtful design, advanced features, and intuitive functionality to elevate daily living.
As part of the rollout, Crompton also premiered a short film created using generative AI. Set across familiar indoor and outdoor home environments, the film visually demonstrates how purpose-driven lighting can transform spaces, reinforcing the campaign’s central message: Every Space Bright & Right with Crompton Lights.
