A whiff of fresh air

While a robust brand works in its favour, can Shantanu Khosla make the most of Crompton Consumer’s new-found freedom?

Photographs by Soumik Kar

How do you rekindle the relationship with someone you have taken for granted or ignored for years? You “hangout ghar pe.” At least, that’s what Crompton Consumer is doing in its latest ad campaign after being conspicuous by its absence on television screens. The gap was so visible that even its own MD, Shantanu Khosla, had to call out the same, saying, “Over the previous few years, there has been very limited investment (in brand building). It is very seldom that you see a market leading brand have low awareness.”