01
Evolving Consumer Expectations in Ceiling Fans
Consumer expectations have shifted from basic, dated designs by a few brands to sleek, aesthetically pleasing fans with diverse colors, materials and integrated lighting. Noiseless operation, dust resistance and air coverage are now valued.
Emerging interest in remotes, energy-saving BLDC motors, and smart integration. Buyers are open to newer brands, focusing on style, functionality and premium appeal.
02
Communication Roadmap
Research revealed the whitespace around BLDC technology, with no brand owning it despite growing awareness. By anchoring messaging on BLDC, Atomberg could carve a distinct, innovation-first positioning while reinforcing its modern, lifestyle-forward appeal.
03
Campaign Impact
The insights shaped Atomberg’s ‘Upar Waala’ campaign, reinforcing its philosophy of challenging the status quo.
Two ads were released - one spotlighting lifestyle upgrades through design and features, and the other dialing up BLDC firmly positioning Atomberg as a modern, innovative leader in the ceiling fan market.
S•T•A•R
RESULT
SMART HOME FANS - CASE STUDY
Premium pedestal fan user expectations and purchase drivers
INDIA
S•T•A•R
SITUATION
Atomberg, a young player in the ceiling fan category, positioned itself as a futuristic, tech-enabled brand with its “Why Not?” campaign. While this drove aided awareness, it did not translate into strong consideration or purchase.
With rising consumer interest in BLDC technology, Atomberg needed to launch a follow-up campaign to strengthen TOM and convert aware non-buyers.
S•T•A•R
TASK
Identify communication levers for Atomberg based on consumer insights, category differentiation and brand fit.
Understand why aware non-buyers are not converting to guide messaging that positions Atomberg as an innovative, BLDC-led ceiling fan brand.
S•T•A•R
ACTION
Conducted 16 in-depth interviews across six cities, covering four cohorts: Atomberg buyers, ceiling fan intenders, competition buyers aware of Atomberg, and competition buyers unaware of Atomberg.
Mix of men and couple DIs allowed us to capture individual preferences and shared household decision-making dynamics, reflecting how ceiling fan purchases are negotiated in real-life contexts. The study explored consumer perceptions, unmet needs, and category attitudes while benchmarking differentiating features across rival brands.
Tested communication concepts to pinpoint the most effective levers that resonate with consumers and drive engagement.