Legrand, the global leader in electrical and digital building infrastructure solutions, has recently introduced its latest offering – the Allzy range of switches. Promoted as an all-rounder switch, it is an embodiment of the evolving multitasking lifestyle of India’s all-rounders.
Going beyond the conventional, these switches come packed with a plethora of features, including remote control capabilities, integrated USB charging ports, and an array of contemporary colours that seamlessly blend with modern aesthetics.
Priyanka Dey, Head of Business & Strategy, Ideas Farm, says “We are a nation of multitaskers. And since we are all so well-rounded in doing more, we seek things which are also more than what meets the eye. We positioned Allzy as the all-rounder switch for all of India based on this insight.”
An integrated campaign has been created by the agency with a captivating out-of-home encompassing 23 cities across the country, digital engagement across platforms including OTT, retail activation and a brand film translated across multiple regional languages.
The film directed by Arunima Sharma, features moments from the lives of Indians from every part of the country with the switch playing a central role through the narrative. Set to an anthemic number, the song captures the emotions of a nation of multitaskers with the phrase ‘India ke all-arounders’.
Jetesh Menon, Creative Head, Ideas Farm, adds, “The idea was to demonstrate the all-round abilities of the range through an interesting narrative. The fact that the switch is at the heart of every home and connects and controls everything made the task of integrating the product into the stories of every-day all-rounder Indians a lot easier.”
Speaking on the launch, Head of Brand at Legrand, Laxman Tari said, “The Indian consumer is rapidly transforming, buoyed by global exposure and a desire for quality products that enhance and compliment their everyday life. Recognizing this trend, Legrand has meticulously crafted the Allzy range to resonate with the demands of aspirational Indians.”