The Chennai installation showcases the Fluido Wave BLDC’s 20+ speed settings through a large-format demonstration powered by the Crompton Senze App, bringing one of the product’s key innovations to life.
July 06, 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.