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Crabtree celebrates laziness in latest campaign

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MUMBAI: Crabtree has taken up Mullen Lintas Delhi for its latest campaign promoting 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.

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.

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, Mullen Lintas NCD and President Shriram Iyer says, "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.”

Havells vice president of marketing Amit Tiwari adds, “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.”

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