Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Mullen Lintas Celebrates ‘Laziness’ in Crabtree's New Ad for Home Automation Solutions

Creative 370 Add to collection

Campaign film highlights how an eccentric billionaire becomes able to cut his maids and butlers out of work by getting his home appliances automated

Mullen Lintas Celebrates ‘Laziness’ in Crabtree's New Ad for Home Automation Solutions
 Mullen Lintas Delhi office has conceptualised 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 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.”

The hi-decibel campaign for Crabtree is live on and offline.
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Advertiser: Crabtree

Brand: Amit Tiwari, Arunima Yadav, Alankar Dhami, Sudhanshu Nishad

Production Company

Production Company: Crazy Few Films

Creative Agency

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

Creative Agency: Mullen Lintas

Planner: Ekta Relan

Creatives: Shriram Iyer, Sindhu Sharma and Team

MullenLowe Lintas Group, Fri, 16 Feb 2018 11:42:32 GMT