MAM
Crabtree celebrates laziness in latest campaign
MUMBAI: Crabtree has taken up Mullen Lintas Delhi for its latest campaign promoting home automation solutions.
Crabtree is the high end vertical from the house of Havells and caters to the premium segment. The brand offers a wide array of switches.
Since Crabtree’s product line celebrates indulgence, their new tagline glorifies laziness – What A Life! In this new campaign film, Mullen Lintas highlights how with Crabtree home automation solutions, an eccentric billionaire celebrates laziness in its truest sense. While his maids and butlers are frustrated about feeling unemployed, the film playfully demonstrates the angst in them.
One doesn’t have to move to get anything done at home. From setting the geyser to the right temperature, to drawing the curtains, to dimming the lights, everything happens from one central control device. Aided by the app on your phone, all it takes is a push of a button, and you can control most of the electronic devices at your home.
Commenting on the creative strategy, Mullen Lintas NCD and President Shriram Iyer says, “The film plays out the life of an eccentric billionaire who has inadvertently put his maids and butlers out of work by getting various appliances automated. The heaters, the lights, the curtains – all function without any manual intervention.”
Havells vice president of marketing Amit Tiwari adds, “At Crabtree, our efforts are concentrated in providing a premium and comprehensive connected smart home experience to our end-user customers. Fulfilling our promise of WhatALife experience, our solutions let homeowners personalise and tweak the scenes at home to their changing temperature, music, and lighting preferences. The shifting and thriving India demands a modern home and futuristic lifestyle and Crabtree is here to fulfil them.”
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
