Crompton Greaves Consumer Electricals Ltd. has unveiled a new master brand identity as part of its Crompton 2.0 transformation, alongside the launch of its super-premium brand Crompton Rhion and the strengthening of its Energion platform.The refreshed identity introduces Cephyr, a new emblem inspired by sapphire and Zephyrus, the Greek wind, representing Crompton’s evolution towards a design-led, consumer-centric brand. The new brand promise, ‘Amazing, Every Day’, is supported by a new sonic identity that will be rolled out across advertising, digital platforms, products and retail environments.Promeet Ghosh, Managing Director & CEO, Crompton Greaves Consumer Electricals, said the new identity reflects the company’s transformation into a diversified, innovation-led home solutions business and its ambition to deepen consumer preference and accelerate premiumisation.Alongside the master brand refresh, Crompton has introduced Crompton Rhion, positioned as its super-premium brand for consumers seeking elevated modern living. Built around the philosophy ‘Prowess Inside. Poise Outside.’, Rhion combines advanced technology, engineering and design-led experiences.Rhion makes its debut in the premium water purification segment with the Crompton Rhion Water Biofier, described by the company as a category-first innovation focused on delivering balanced water for consumption.Crompton is also strengthening Energion, its intelligent energy platform covering the energy value chain from generation and conversion to storage and charging solutions. Its brand promise, ‘The Power Behind Everyday Progress’, positions Energion as a platform for emerging energy solutions.The new master brand identity will be progressively introduced across Crompton’s products, packaging, retail presence, digital platforms and consumer communications.Photo caption: From L to R: Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Limited; Promeet Ghosh, Managing Director & Chief Executive Officer, Crompton Greaves Consumer Electricals Limited; Kaleeswaran Arunachalam, Group Chief Financial Officer & Head of Strategy, Crompton Greaves Consumer Electricals Limited; Shweta Sagar, Chief Business Officer, Butterfly & Product Line Head and Rhion.