- The company has garnered over one million impressions across platforms via a digital marketing campaign
- Crompton informed that in the initial phase it is trying to create awareness with the retail users before proceeding to commercial sales
Crompton Greaves Consumer Electricals Ltd. has announced the launch of air buddy kitchen fan in India. Launched at an MRP (Maximum Retail Price) of Rs 3,500, Crompton is offering a special listing price on the online platforms and various trials coupons during the period of the campaign.
“The primary user audience for us is the people who spend time cooking in the kitchen and experience the discomfort of being exposed to the heat while cooking. The initial phase is to create awareness with the retail users before proceeding to commercial sales,” shared Rangarajan Sriram, VP, Fans, Crompton Greaves Consumer Electricals Ltd.
He also told EFY Group that Crompton also considers this as a gifting category, where in it can be gifted as a kitchen appliance. Rangarajan Sriram added, “It is a simple consumer insight of a problem that we hoped to provide a solution for especially during a time where maximum hours are spent in the kitchen.”
No need to switch off while cooking
How’s the fan different from others? Answered Sriram, “While cooking, kitchen fan are turned off as they disturbs the gas flame hence making it extremely uncomfortable to stand the heat in the kitchen and as the old adage goes. If you can’t stand the heat then move out of the kitchen rendering it more difficult if you cannot switch on the fan as it will disrupt the gas flames.”
He added, “In understanding the Indian homes, where a homemaker spends around four to five hours in the kitchen, Crompton has designed a unique kitchen fan, Air Buddy that allows you to enjoy a cool breeze of air without disturbing the gas flames while cooking.”
Omnichannel approach and a digital campaign
The company is retailing this kitchen fan through the online as well as offline channel. Crompton has also started a digital campaign for promoting this kitchen fan in India.
“Crompton Air Buddy is sold both online and offline and we have just started a digital campaign on Air Buddy to create awareness about this category. So far, it has garnered over one million impressions across platforms and we expect the impact on sales to be seen during the promotion periods,” Rangarajan Sriram told EFY Group.
Crompton’s official statement about the features of the fan read, “The Crompton Air Buddy has a sleek and compact design, which allows it to be installed and moved to different places easily. It can be easily accommodated on the platform or mounted on the wall or under the cabinet horizontally and vertically. It ensures a comfortable cooking environment with a soft air flow that does not disturb the gas cooking flame, reaching up to 6 feet distance from the fan.”