This month marks one year since Crompton Greaves Consumer Electricals Ltd (CGCEL) launched its campaign ‘Let’s Hang Out Ghar Pe!’ Launched in April last year, the brand released TV commercials for its Fans and LED lighting. Over the year, the campaign has been very well received and has helped in significantly improving consumer awareness among the target audience, particularly the younger generation.
Within the framework of the campaign, conceptualized by BBDO India, two feature based advertisements for their latest range of Anti-Dust fans and LED lights for homes were also released during the year. The Anti-dust fan TV commercial highlights the core benefits of the product, while the LED commercial was on the improved affordability of LED lights for homes. The effectiveness of the campaign, measured by leading research agency AC Nielsen, demonstrate that the brand’s television commercials have been effective in delivering targeted results on various brand parameters.
Commenting on the success of the campaign, Mr. Biswa Chakrabarti, Vice President – Brand and Channel Management, said, “We are pleased to see that the campaign has completed one year and has connected well with the target audience, improving the brand parameters across all our product categories. The challenge for us was to find new and interesting ways to engage with the youth of today. Hence, we have strived to create a campaign that effectively connects with young consumers. Our objective now is to have a 360 degree campaign that spans across all relevant touch points and to extend the campaign to other media over time”.
As part of its promotional strategy, the brand launched its campaign in IPL season 9 and thereafter partnered as an associate sponsor for the INDIA Vs ENGLAND and INDIA Vs AUSTRALIA cricket series. Taking this further, the Company decided to take part in the current IPL season 10 as well.