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.”
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
