MAM
Crompton ropes in Dinesh Karthik for ‘Bright & Right’ campaign
T20 World Cup tie-up celebrates lighting evolution through cricket icon’s home journey.
MUMBAI: Crompton just turned match lights into mood lights because when Dinesh Karthik calls it “Bright & Right”, even your living room feels like it’s on the pitch. Crompton Greaves Consumer Electricals Ltd. (CGCEL) has enlisted former India cricketer, 2007 T20 World Cup champion and current commentator Dinesh Karthik as the face of its ongoing ‘Every Space Bright & Right with Crompton Lights’ campaign during the ICC Men’s T20 World Cup 2026. The collaboration brings a fresh digital film and Instagram reel series that draw clever parallels between the evolution of cricket and the way modern homes are lit.
Shot at Karthik’s home, the main film opens with him reflecting on cricket’s journey from the inaugural 2007 T20 World Cup triumph to today’s fast, high-intensity format. He recalls returning home after that tournament and realising the lighting didn’t match the energy of the game. That insight led him to rethink his spaces, eventually choosing Crompton solutions to create the right ambience: warm tones elevating match-viewing, crisp illumination sharpening kitchen tasks, and thoughtful outdoor lights crafting relaxed evenings.
A series of contextual Instagram reels released around key match days features Karthik sharing tournament insights while tying them to his “bright & right” home spaces. The campaign also crowns the “Crompton Player of the Game” after every India match, celebrating standout performances while reinforcing the brand’s link to moments that truly light up.
Crompton Greaves Consumer Electricals Ltd. chief marketing officer Tanmay Prusty said, “Lighting plays a defining role in shaping how people experience their homes. Dinesh embodies clarity of thought, composure under pressure, and the ability to make the right call at the right moment exactly what ‘Bright & Right’ stands for.”
Dinesh Karthik added, “In cricket, the difference often lies in small decisions made at the right time. That mindset applies at home too. The right light makes the experience better, whether you’re watching a match, spending time with family, or relaxing in the evening.”
Conceptualised in collaboration with Aflog’s creative studio and supported by AI-driven visual storytelling, the campaign is live across digital and social platforms. In a tournament where every boundary lights up screens, Crompton reminds us that the real glow happens at home, one perfectly lit moment at a time.
MAM
The Merit of Madness: How AI is Changing the Game in Advertising
By Ritz Malik, founder, Ritz Media World.
MUMBAI: When it comes to growth in a competitive landscape, a businessman always has to be a firm believer in Darwinism. You either need to bring a better product, or a better price, or both to the table to get customers and scale. Without this value proposition, you remain unnoticed, and staying unnoticed is not something that a brand wants to do.
You have to do all this and also make sure that you stay cashflow positive at the same time. Otherwise, you’re at a real risk of becoming a large hollow balloon that your competitors are just waiting for to explode or implode under its own weight.
As we’ve entered the era of AI, the notion of a product’s efficacy, cost efficiency, marketability, workflow management, and logistics reliability has become increasingly relevant and prevalently impactful. None of this is background noise anymore. It is the difference between bleeding money on traditional media and actually engineering a profitable campaign.
For example, META’s AI Algorithm has finally given us the ability to measure the ‘CREATIVE’ for a business’s promotions. The best part is that we can do so organically. Content that is actually relevant to the target audience gets more views through reach. This tells us exactly how the audience is reacting before we even scale the budget. This is how we have been gifted the ability to provide merit to the madness of the creative process.
So, our process is as follows:
A set of creatives is built for social media
Their performance is closely monitored for reach and engagement.
Based on the best organic performance, we choose the creative.
Make micro adjustments to add a sales proposition and CTA (but keep it subtle)
Publish the modified creative as an ad.
There’s a lot that goes on in between, but this is the basic method for getting it right. And this is just the AI that’s being used by platforms across the world.
AI utilisation is something that has greatly made the creative process a lot easier. As an agency that thrives on coming up with ideas that are out of this world, we have made the most of leveraging AI to bring ideas to life without spending a fortune.
So, this way, the ability to create high-impact brand stories is no longer under the tyrannical gatekeeping of large budget organisations. It is now that merit solely falls on the storyteller.
Now, AI-powered content production and the AI algorithm on Social Media platforms are asking the question: Is your content compelling?. If yes, the audience will watch your content, share it, and engage with it.
And when it comes to keeping budgets down, we can surely say that it holds the capability to execute million-dollar shoots at a fraction of the cost.
For example, we recently came across a creative challenge by a major Real Estate Developer from Gurugram. They had signed a celebrity couple for their brand ambassadorship a few months ago. They were now about to launch their new project, but for some reason, they could not get their shoot done.
What we came up with was to use the likeness of this celebrity couple and place them throughout the project’s feature video. With the help of AI generation, we were able to rebuild a completely new feature video with their brand ambassadors in 2 days, and no additional physical shots were required.
Imagine being able to save 50-60 lakhs in production costs, 15-20 days in production time, and comfortably be ahead of schedule to launch the project.
This has changed the game entirely. With AI, you can now just acquire the likeness rights of celebrities, and you can just build environments and scenarios with them. The balance between creative and artificial intelligence isn’t a battle for control; it is simply the ultimate tool for survival and scale in a landscape that rewards the fastest and the smartest.
