Ad Campaigns
Ideas Farm’s cryptic campaign challenges imagination for Legrand’s D2C launch
Mumbai: In the digital age, the convenience of modern living has been revolutionised by the ability to order almost anything online. From electronics to beauty products to groceries, just one click is all it takes to have them delivered to their doorstep.
However, there’s one thing that nobody thought could be delivered home. Legrand’s new campaign ‘What’s in the box?’ piqued curiosity amongst its target audience.
The two-part film series left audiences, including an inquisitive dog, a vigilant guard and a nosy neighbour, in suspense about the box’s contents. This mystery gained even more traction on various social media and digital platforms, leaving viewers bewildered.
Following a frenzy of excitement, the brand ultimately revealed the secret – Legrand products were now available for delivery right to your doorstep through Legrand’s E-Shop. This revelation was warmly received by those seeking the convenience of online shopping for switches and other electrical items.
The brand teamed up with Scoopwhoop to create a vox pop-style video where they asked individuals to make guesses about the contents of the box. The video also captured their pleasantly surprised reactions when the box was finally revealed.
The brand plans to continue the campaign through a set of 20 short videos on YouTube Shorts, showcasing the advantages and attributes of diverse Legrand products, as well as the seamless process of purchasing them through E-Shop.
Speaking about the campaign, The director of marketing at Legrand, Sameer Saxena said, “Indian consumers are becoming increasingly savvy shoppers as there are several online tools that can help Indian consumers make informed choices. The E-shop is designed to make the customer experience journey as smooth as possible. The #WhatsInTheBox campaign was a clever and effective way to build intrigue among the audience and reveal that switches can now be delivered to the doorstep.”
Legrand head of brand & digital business Laxman Tari, said, “A sense of anticipation and curiosity was created by the campaign’s mysterious boxes, and the reveal was both unexpected and delightful for the audience. As a result, the campaign was highly successful in raising awareness of our new D2C channel – E-shop and generating excitement for the product range.”
Ideas Farm head of business & strategy Priyanka Dey added, “It gets truly interesting when atypical consumer categories start entering the Ecomm space. The campaign idea is rooted in this very fact. Guess whatever you can is in that box. Bet you won’t be able to guess this. It’s a fun way of announcing.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
