Crompton Unveils New Master Brand Identity, Adds Rhion Platform
Crompton Greaves Consumer Electricals Ltd. has unveiled a new master brand identity, which the company describes as the next chapter of its ongoing transformation, called Crompton 2.0. The new identity was announced last week and includes a new emblem named Cephyr, a new tagline, and a sonic brand signature.
According to the company, Cephyr draws on visual references to sapphire blue and the Greek wind Zephyrus, and is built using twelve circles meant to represent the months of the year. The accompanying tagline, ‘Amazing, Every Day’, includes design elements referencing Wi-Fi connectivity and the company’s electrical heritage. Crompton said the new master brand will be rolled out across products, packaging, retail presence, digital platforms and consumer communications.
As part of the same announcement, the company introduced a new energy platform called Energion, positioned around the promise “The Power Behind Everyday Progress” and intended to span generation, conversion, storage and charging solutions. Crompton also launched a new super-premium brand, Crompton Rhion, which it said marks the next phase of its premiumisation strategy. Rhion’s debut product is the Crompton Rhion Water Biofier, positioned in the premium water purification category.
Promeet Ghosh, Managing Director and CEO, Crompton Greaves Consumer Electricals Ltd., said the new identity reinforces the company’s ambition to “build deeper consumer preference, accelerate our premiumisation journey”.
Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Ltd., said the new identity is “a unified brand system encompassing our visual and sonic identity”.
The company said the launch of Rhion comes as India’s domestic electric water purifier market is estimated at approximately INR 5,565 crore, with reverse osmosis accounting for nearly 85 per cent of the category and household penetration at around 6 per cent, according to figures cited by the company.
Crompton describes itself as India’s market leader in fans and residential pumps, with a brand legacy of over 85 years and a portfolio that also includes lighting, water heaters, air coolers, kitchen appliances and a B2B lighting business.
Issued via NewsVoir.