Mullen Lintas celebrates ‘laziness’ in Crabtree's new ad campaign

Mullen Lintas Delhi office has conceptualized the latest campaign for Crabtree to promote their 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 and with the launch of the Home Automation Solutions, it is further expanding its product portfolio.

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.

With Crabtree's Home Automation Solutions, 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, Shriram Iyer, NCD and President at Mullen Lintas, said, "The campaign aims at launching Home Automation Solutions from Crabtree. 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."

Amit Tiwari, Vice President of Marketing at Havells said, “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 personalize 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 fulfill them.”

Campaign Credits:

Client - Amit Tiwari, Arunima Yadav, Alankar Dhami, Sudhanshu Nishad

Agency – Mullen Lintas

Creative -  Shriram Iyer, Sindhu Sharma and Team

Account Management -  Syed Amjad Ali, KRK Ganesh, Priya Agarwal, Shreya Yadav

Planning - Ekta Relan

Production House -  Crazy Few Films

Director - Anupam Mishra

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