6th July 2026, Chennai: How do you make consumers experience an innovation before they bring it home? How do you demonstrate a smart product feature in the middle of a busy city? Rather than explaining it through advertising alone, Crompton Greaves Consumer Electricals Ltd. has transformed one of Chennai’s busiest transit corridors into a giant live product demonstration with a large-scale kinetic out-of-home (OOH) installation.
Unlike conventional fans that offer preset speed levels, the Fluido Wave BLDC enables consumers to adjust airflow with greater precision, delivering a comfort experience tailored to their preferences. Located at Chennai Central, the moving outdoor installation mirrors the Crompton Senze App in real time, with the automated app slider and rotating fan working together through a synchronised simulation. Reimagining the way product innovations are demonstrated outdoors, the installation transforms a functional product feature into an engaging public spectacle, making it easy for commuters to understand the technology through a live visual experience.
Tamil Nadu has been a key focus market for Crompton’s summer fans campaign, with the objective of sustaining the brand’s leadership in the state. While a 360-degree campaign has been rolled out across key markets, this experiential OOH activation has been introduced in Chennai to spotlight one of the Fluido Wave BLDC’s most distinctive consumer benefits through an immersive public demonstration at one of the city’s busiest transit locations.
Commenting on the activation, Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Ltd., said, “At Crompton, we believe the best way to communicate technology is by letting consumers experience it. This installation transforms one of our product features into a live demonstration, making it easier for people to understand & see firsthand how the technology works in a way that is engaging, intuitive and memorable. It reflects our commitment to creating consumer-first solutions while continually exploring new ways to bring these experiences closer to consumers.”
Conceptualised by Tribes Communication, the kinetic installation incorporates programmable lighting, motorised fan movement synchronised with the app interface, an automated app slider and laser-cut illuminated Crompton branding. The installation is now live at Chennai Central railway station, one of the city’s busiest transit corridors.
YouTube Link: https://www.youtube.com/watch?v=3k_NpM8XdyY
About Crompton:
With a brand legacy of over 85 years, Crompton Greaves Consumer Electricals Ltd. is India’s market leader in the category of fans and residential pumps. Over the years, the organization has continuously strived to produce a range of innovative products that cater to the modern consumer including superior quality and high-performance fans, pumps, lighting solutions, and a range of other categories like water heaters; air coolers; small kitchen appliances like mixer grinders, air fryers, OTG, electric kettles etc; other home appliances like irons & built-in kitchen appliances. The company has further invested in brand and innovation to not only better understand and meet consumer needs but to also help drive energy efficiency. The consumer business also has a well-established and organized distribution network driven by a strong dealer base across the country offering a wide service network and robust after-sales service to its customers. Beyond its consumer portfolio, Crompton also has a robust B2B presence in the Lighting segment, delivering advanced and energy-efficient solutions for commercial and industrial applications. In 2025, Crompton became the first lighting company to receive the GreenPro certification for its B2B lighting solution, reaffirming its commitment to sustainability and innovation. Strengthening its foothold in the renewable energy space, the company has forayed into solar rooftops—representing a significant step forward in its contribution to India’s evolving clean energy landscape. With solar solutions spanning lighting, pumps, and rooftops, Crompton continues to lead as a responsible and future-ready brand in sustainable energy.
The company’s consistent dedication to developing energy-efficient products has led to significant recognition. It has been honored with three prestigious National Energy Consumer Awards (NECA) by BEE, Ministry of Power. The recent award was presented by the Hon’ble President of India, Smt. Droupadi Murmu for the company’s storage water heater in 2023. In 2019, the brand won in two categories: Ceiling Fans and LED Bulbs. Additionally, it was recognized as one of India’s Best Managed Companies 2022 by Deloitte Private and listed among ‘India’s Top 500 Companies 2022’ by Dun & Bradstreet India. The company has also been featured in Brand Top 75 most valuable Indian brands list for 2020 released by WPP and Kantar. Furthermore, Crompton was also recognized as the Brand of the Decade 2021 by Herald Global and BARC Asia in the Consumer Electrical category.
