October 25, 2025, Mumbai: For millions across India, Chhath Puja is a celebration of faith, purity, and gratitude — where every ritual, from the morning arghya to the evening prayers, revolves around water. Ensuring that every household experiences this festival with uninterrupted water, Crompton Greaves Consumer Electricals Ltd, one of India’s most trusted consumer electrical brands, has launched a heartwarming short AI-powered film celebrating this occasion closely linked to the brand promise of “Jahan Crompton, Wahan Bharosa”.
The film celebrates how Crompton Pumps have quietly supported generations of families, ensuring uninterrupted water for ritual baths, preparing festive delicacies like thekua, kheer, and kadua-bhaath, and offering prayers to the rising and setting sun. By blending tradition with innovation, the film beautifully connects the emotional significance of Chhath Puja with Crompton’s promise of reliability, trust, and enduring performance.
Speaking about the campaign, Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Ltd., said, “Festivals like Chhath are built on tradition, gratitude and generations of trust that brings the family together on such special moments. We used Artificial Intelligence technology as a tool to showcase how Crompton Pumps has been your trusted companion through generations and traditions. Through this film we wanted to capture the essence of Chhath Puja which encompasses around water, devotion and family, while also showing generations of trust through, ‘Jahan Crompton, Wahan Bharosa’ is a promise we deliver on, powering individuals, every day.”
The film opens with the poignant line, “Kyun na har paavan parv ki shuruat, ho Crompton ke saath?”. It highlights how Crompton pumps quietly enables every ritual, from the morning’s first drop of water to preparing the festive meals to use in puja thali. This blend links the product’s functional reliability to the enduring cultural values of trust and durability as a trusted presence across household rituals. The message culminates in the powerful campaign core: “Peedhi dar peedhi, Crompton hai aapka Bharosemand saathi.”
