Mullen Lintas celebrates 'laziness' in Crabtree's new spot

Imagine setting the geyser temperature, drawing the curtains and dimming the lights with one central control device. Life would have been so easy if that would have been possible.

Crabtree has done just that with its home automation solutions. 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.

Crabtree, the high-end vertical from the house of Havells, has launched a new campaign to promote its home automation solutions. The campaign has been conceptualised by Mullen Lintas Delhi. Since Crabtree's product line celebrates indulgence, its new tagline glorifies laziness – What A Life!

The brand that caters to the premium segment offers a wide array of switches and with the launch of the home automation solutions and is further expanding its product portfolio.

In the new campaign, 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.

Shriram Iyer

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

Amit Tiwari, Vice-President, Marketing,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.

The TVC:

Credits:

Client: Amit Tiwari, ArunimaYadav, AlankarDhami, SudhanshuNishad

Agency: Mullen Lintas

Creative:ShriramIyer, Sindhu Sharma and Team

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

Planning:EktaRelan

Production House:  Crazy Few Films

Director:Anupam Mishra

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