MUMBAI: Mumbai recently celebrated Ganesh Chaturthi. The ‘Legrand Lyncus Kamaal Ka Switch’ campaign was conducted by Legrand, which works in the electrical switches industry, and its agency Posterscope India.
Posterscope, the OOH specialist agency from dentsu India, used light and shadow art to create an installation at Lalbaug Cha Raja, targetting devotees as they waited in line for darshan. As part of the campaign, Legrand invited devotees to interact with a specially designed switch, which, when activated, revealed an image of the idol through the interplay of light and shadow. This experience not only looked to enhance the spiritual atmosphere but also aimed to raise awareness of Legrand Lyncus’ latest range of switches.
With Mumbai being the heart of Ganesh Chaturthi celebrations and Lalbaug Cha Raja attracting the largest footfall of devotees from across the country, this location was strategically chosen for maximum visibility and impact. The installation engaged 1.5 lakh devotees daily over the 10-day campaign added the parties.
Imtiyaz Vilatra, MD, Posterscope India, commented, “The festive period is when brands aim to build an emotional connection with their audience that lasts. With this campaign, we created a memorable interaction between the devotees and the brand, seamlessly blending faith and functionality.”
Sameer Saxena, director marketing, Group Legrand India, said, “As we embraced the festive spirit, our activities reflected Legrand’s commitment to innovation and connection. Our campaign successfully achieved this by seamlessly integrating faith and functionality, allowing devotees to engage with our brand in a meaningful way. As we move forward, we will continue to leverage such opportunities to highlight the Lyncus range, ensuring that our products are not just seen as electrical solutions, but as integral parts of our customers’ lives. By enhancing their experiences during significant festivals, we not only showcased our cutting-edge solutions but also built lasting relationships within the community. We were excited to be part of these celebrations and looked forward to the continued growth of our brand in India.”
Link to the Campaign:
