CMO Tanmay Prusty on Keeping Crompton Relevant Across Generations

As India’s scorching summer sets in, Crompton is leading the charge with a powerful marketing roadmap designed to deliver respite from the heat. At the heart of the brand’s 2025 summer strategy for air coolers is the promise of #JaldiCooling — products that perform when needed most. “This summer, our marketing revolves around delivering quick and reliable cooling solutions to meet rising consumer demand,” says Tanmay Prusty, Chief Marketing Officer at Crompton.

Crompton’s summer push isn’t just about selling coolers; it’s about meeting nuanced, evolving consumer expectations. “Cooling is no longer a seasonal luxury — it’s a necessity, especially in Tier 2 and Tier 3 towns where affordability, accessibility, and performance are critical.” With the market demanding both premium experiences and value-driven affordability, Crompton is offering a portfolio that caters to a broad consumer spectrum.

Whether it’s engineering performance-driven appliances or enhancing after-sales service, the brand is aligning product development and marketing strategy with consumer insights. “We’re creating solutions that deliver tangible value — whether that’s affordability or a premium product experience.”

As 2025 unfolds, major trends are shaping the consumer durables market. According to Prusty, there has been a shift towards smart, sustainable, and user-centric living. From energy-efficient motors to IoT-enabled appliances, Crompton’s R&D is focused on innovation that aligns with modern lifestyles.

Another major trend the brand is tapping into is premiumisation. Consumers are increasingly seeking automation, design-friendly aesthetics, and customisation. “Purchasing decisions are now influenced by home decor preferences, making design and material finishes more important than ever.”

In addition to expanding its product portfolio, Crompton is reaching out to new consumers in untapped markets, focusing on growing its geographic footprint through cross-category distribution.

Its segmentation strategy is based on lifestyle, life stage, and even geography. For example, in kitchen appliances, urbanisation and life stage define preferences, while in pumps, regional water conditions and usage patterns determine product development. This tailored approach allows Crompton to flex its marketing across mass media for broader categories, while taking a digital-first route for premium segments.

With over 85 years of legacy, Crompton’s credibility is well established — but in today’s dynamic market, trust must be earned every day. “We measure consumer trust and loyalty through repeat purchases, premium segment growth, and sustained market performance.” Prusty points to Crompton’s fan segment, which has seen considerable growth driven by high demand and successful new launches.

Digital channels play a key role in this feedback loop. Performance marketing, social listening, and consumer engagement help the brand track satisfaction and fine-tune offerings in real time. “Our teams gather direct consumer insights that guide everything — from design improvements to innovations that enhance health, comfort and energy efficiency.”

With the launch of the #AankhBandKarkeLeLo campaign, Crompton aims to reinforce the deep trust that Indian households have placed in the brand for generations. The tagline — “aankh band karke le lo,” or “buy it with your eyes shut” reflects their continued relevance in a competitive market.

The campaign leverages Crompton’s technological edge, especially in airflow, drawing from its leadership in the fan and residential pump segments. “Pump and fan form the heart of any air cooler,” explains Prusty. “Our expertise ensures Crompton Air Coolers deliver powerful, long-lasting performance, even in peak summer.”

From prime-time TV to influencer partnerships, every medium is in play. “We kicked off the campaign with a strong promotional push across television,” he adds. Further amplification is being done through digital, OOH, cinema, print, and influencer-led outreach.

As the brand’s marketing helmsperson, Prusty is focused on future-proofing Crompton’s position in the market. “My priority is to ensure that our innovations — whether in product development, communication, or marketing — are aligned with consumer aspirations.” To him, marketing is not just about campaigns but about crafting experiences that solve real consumer challenges.

Creative boldness and agility form the cornerstones of Crompton’s marketing playbook. “We’ve moved away from traditional, linear processes and embraced a more collaborative, adaptable approach.” This enables the brand to stay culturally relevant.

So, what makes a marketing campaign truly impactful? For Prusty, it’s about deep consumer understanding. “It’s essential to listen, observe, and interact — because every consumer interaction can lead to a breakthrough idea. That’s the heart of a consumer-first culture.”

Published on: Monday, May 12, 2025, 06:00 AM IST