iWorld
Legrand & Amaal Malik Electrify with ‘Kamaal ka Switch’ – A symphony of innovation
Mumbai: In an exciting collaboration, Legrand, a worldwide pioneer in electrical and digital building infrastructure, has teamed up with renowned musician Amaal Malik to reintroduce its innovative Lyncus Range. The new campaign, titled “Kamaal ka Switch,” features a vibrant music video showcasing the standout features of the Lyncus Range, aimed at engaging a millennial audience.
A Fresh Marketing Communication
Originally launched in 2019, the Lyncus Range has evolved in response to the changing preferences of consumers. Today, audiences seek new and innovative experiences, prompting Legrand to refresh its marketing communication. “Kamaal ka Switch” represents this new direction, blending modern aesthetics with cutting-edge technology.
Highlighting the Lyncus Range
The Lyncus Range is distinguished by its touch switches, pillow finish plates, and elegant design. These features set it apart from other products in the market. The touch dimmer and switches offer smooth functionality, while the unique pillow finish adds a touch of sophistication. Additionally, the nose pinch design on the switches is a unique element that enhances the user experience.
The “Kamaal Ka Switch” Music Video
The storyline of the “Kamaal ka Switch” music video is simple yet engaging. Amaal Malik receives a package and discovers the Lyncus switches, leading him to compose a groovy song inspired by the product. The video showcases the smooth functioning of the touch dimmer and switches, visually highlighting the innovative features of the Lyncus Range.
Measuring Campaign Success
The success of the “Kamaal ka Switch” campaign will primarily be measured through social media impressions, given the campaign’s major presence on these platforms. Additionally, insights from partners and market feedback will be used to evaluate the impact of offline promotional activities.
Looking Ahead
Legrand remains committed to innovation, with plans that focus on bringing fresh and exciting elements to its customers. The reintroduction of the Lyncus Range exemplifies this commitment, setting the stage for more groundbreaking products in the pipeline.
Group Legrand India marketing director Sameer Saxena said, “We are thrilled to collaborate with Amaal Malik for the ‘Kamaal ka Switch’ campaign, a significant step in redefining how we connect with our audience. The Lyncus Range, with its touch switches and unique pillow finish, represents the perfect blend of technology and style, embodying the spirit of innovation and modernity. This campaign not only highlights the innovative features of our products but also reinforces our commitment to delivering exceptional customer experiences through engaging contemporary communication strategies. The tagline ‘Upgrade to New’ emphasizes the need for an upgrade to modern solutions, reflecting our focus on providing advanced and aesthetically pleasing electrical fittings that meet the evolving needs of our customers”.
Further, he added, “At Legrand, we continuously strive to enhance customer experiences through innovative solutions, and this campaign is a testament to our commitment to staying ahead of the curve.”
Group Legrand India’s head of brand & digital business Laxman Tari commented, “Our approach to customer experience is centered on creating meaningful and engaging interactions with our audience, particularly the millennial demographic. The ‘Kamaal ka Switch’ campaign is a testament to this commitment, as we leverage a blend of digital platforms, out-of-home (OOH) advertising, and experiential activations to make a lasting impression. By utilizing digital media, we aim to connect with tech-savvy consumers where they spend most of their time, ensuring our innovative electrical solutions are top of mind.
The strategic use of OOH advertising helps us reach a broader audience in high-traffic areas, creating widespread visibility and reinforcing our brand presence. Additionally, our experiential activations are designed to provide hands-on, immersive experiences that highlight the unique features of the Lyncus Range, fostering a deeper connection with our products.”
Further, he added, “This multi-channel approach not only showcases the distinct advantages of our offerings but also solidifies Legrand’s position as a leader in the home automation and electrical fittings industry. Through these efforts, we are committed to driving engagement and encouraging consumers to explore and experience the transformative benefits of our innovative solutions.”
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
