Crompton showcases IntelliSense FLO in its AI-powered Durga Puja film
For decades, Crompton Pumps has supported Indian households by helping simplify everyday activities while playing a role in special occasions and celebrations. The company offers a comprehensive range of pumping solutions for different needs, including Residential Pumps for homes, Agricultural Pumps for farming communities, Specialty Pumps for specific applications, and Smart & Connected Control Panels designed to bring automation and intelligence to water management. Together, these offerings reflect Crompton's approach to addressing water-related requirements across different walks of life.
Through its latest campaign, Crompton is seeking to transform the perception of pumps as a purely functional product category into a more consumer-centric experience. By incorporating smart technology and connected solutions, the company has expanded its focus from supplying pumps to providing water management ecosystems designed to understand and adapt to consumer lifestyles.
At the centre of the Durga Puja campaign is Crompton IntelliSense FLO, a smart wired Water Level Controller that detects water flow from the municipal water supply before operating the pump. The product illustrates the brand's focus on integrating intelligent technology into everyday water management.
Speaking about the campaign, Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Ltd., said, "Durga Puja is a celebration of devotion, family and togetherness, and at Crompton Pumps, we've always aspired to be more than just a product provider - we aim to be a trusted partner in our consumers' everyday lives and special celebrations. As a category, pumps have traditionally been viewed as purely functional, but we have been constantly evolving to change that perception. From our comprehensive range - Residential, Agricultural, Specialty Pumps to Smart & Connected Control Panels - our products continue to innovate with smarter, more connected solutions. Equally, as a brand, we are experimenting boldly with AI-powered storytelling to reimagine consumer engagement in what has been a low-involvement category. Crompton has been a silent enabler across festivals and everyday living, and we remain committed to innovating relentlessly - not just in our product offerings, but in delivering a trouble-free, delightful experience at every touchpoint. This AI-powered film captures the spirit of Durga Puja preparations and the meaningful role water plays in bringing celebrations to life, reflecting our dual commitment to innovation in products and experience, while staying true to our promise of 'Trusted Performance, Har Din'."
Set against the backdrop of Durga Puja, the film begins with the cleaning of the aangan and the creation of alpana as households prepare for Maa Durga's arrival. It then follows the preparation of bhog, the serving of prasad and the filling of the ghot before the celebrations come alive with the sounds of dhaak and dhunuchi.
Tracing the festival from Shashti to Dashmi, from Maa's arrival to her farewell, the film depicts the rituals and preparations that shape the celebrations. Throughout these activities, Crompton Pumps is presented as a trusted "paani ka Saathi", helping ensure that water is available when needed through every rasam and taiyaari. The narrative demonstrates how smart technology can become part of cultural traditions while making household preparations simpler.
The film concludes with Crompton's brand promise, "Trusted Performance, Har Din", which extends across its entire range of pumping solutions and control panels.
Crompton will run the film across its digital and social media platforms throughout the festive period. The campaign marks the company's fourth film leveraging AI in its festive campaigns, reflecting its continued focus on combining technology with culturally relevant storytelling to engage consumers.
Through the initiative, Crompton aims to strengthen its connection with consumers by bringing its comprehensive pumping ecosystem into the cultural moments that shape their celebrations. The campaign also highlights the company's evolution from traditional pumping products to smart, connected solutions designed to make everyday living and special occasions more effortless and convenient.
The film is available on YouTube at https://www.youtube.com/watch?si=1vkYATlnCYCv1s_y&v=TTIWEPOOyO8&feature=youtu.be, Instagram at https://www.instagram.com/reel/DeUZ81XBDTD/?obrf=ampmbzhmd2Fpa3Zi and Facebook at http://facebook.com/reel/1972495796761593/?mibextid=wwXIfr&share_url=https%3A%2F%2Fwww.facebook.com%2Fshare%2Fv%2F1DMovBWXan%2F%3Fmibextid%3DwwXIfr&rdid=Jpsb1pcyZH6XRUM5.
Crompton Greaves Consumer Electricals Ltd. has a brand legacy spanning more than 85 years and is India's market leader in fans and residential pumps. Over the years, the company has developed products for modern consumers, including fans, pumps, lighting solutions, water heaters, air coolers, small kitchen appliances such as mixer grinders, air fryers, OTGs and electric kettles, as well as other home appliances such as irons and built-in kitchen appliances.
The company has continued to invest in branding and innovation to better understand and meet consumer needs while supporting energy efficiency. Its consumer business operates through an established and organised distribution network, supported by a strong dealer base across the country, a wide service network and after-sales service.
Beyond its consumer portfolio, Crompton has a B2B presence in the lighting segment, providing advanced and energy-efficient solutions for commercial and industrial applications. In 2025, the company became the first lighting company to receive GreenPro certification for its B2B lighting solution, reaffirming its focus on sustainability and innovation.
Crompton has also entered the solar rooftop segment, marking a step in its contribution to India's evolving clean energy landscape. With solar solutions spanning lighting, pumps and rooftops, the company continues to expand its presence in sustainable energy.
Its focus on energy-efficient products has earned the company three National Energy Consumer Awards (NECA) from the Bureau of Energy Efficiency (BEE), Ministry of Power. The most 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, Crompton received awards in two categories: Ceiling Fans and LED Bulbs.
The company was also recognised as one of India's Best Managed Companies 2022 by Deloitte Private and featured among India's Top 500 Companies 2022 by Dun & Bradstreet India. It was included in the Brand Top 75 most valuable Indian brands list for 2020 released by WPP and Kantar. In 2021, Crompton was recognised as Brand of the Decade by Herald Global and BARC Asia in the Consumer Electrical category.
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