Top Story

Home >> Marketing >> Article

Legrand ups its content marketing game, takes web series route to woo customers

08-August-2018
Font Size   16
Legrand ups its content marketing game, takes web series route to woo customers

For most brands functioning in the Business-to-Business (B2B) space, traditional marketing communications often take a backseat, since fellow businesses are their primary customers. However, one brand that has realised the importance of reaching out to consumers innovatively, through the way of smart content marketing, is the Indian arm of French electrical and digital infrastructure building specialists, Legrand. The brand has partnered with digital agency Liqvd Asia and production house Bohemian Films to launch a web-series called ‘The Good Vibes’. The effort of the exercise is to create brand awareness among the youth while building a long-lasting emotional connect.

The brand has been in India for the past few decades now. However, as is common with most low-involvement categories, it has hardly ever gone all out in terms of advertising and marketing. With the new web-series that the brand is producing and not just sponsoring, it aims to bridge the gap between B2B and B2C consumers, making the brand desirable for consumers of both categories.

Talking about the increasingly blurring lines between B2B and B2C category audiences, Arnab Mitra, Managing Director, Liqvd Asia, says, “As an agency, we strongly believe that the lines between B2B and B2C are blurring, thanks to the internet. The impact of any brand on the minds of consumers is driven by every possible communication and not necessarily when it’s for a B2B purpose. We wanted to come up with a strategy that would connect all the dots and also connect a lot of people to the brand.”

Echoing Mitra’s thoughts, Sameer Saxena, Director-Marketing, Legrand India, says, “We have been observing the changing lifestyles and somewhere, with a change in lifestyle, there is a change in living spaces too. This is a mid-term strategy for us. So the thought was, someone who is 25 years old today will have a considerable amount of money by 2020. We wanted to target this audience, and for that, the Digital medium became the obvious choice.”

Owing to the fact that people are increasingly consuming content on different screens and on the go, both the agency and the brand thought that the best way of building that connect would be through a long-format web-series, portraying the story of a couple, while subtly weaving the brand into the story.

The web-series will comprise six episodes and will be available on SonyLiv and the brand’s YouTube channel and will be launched today, on August 8. It features actors Naveen Kasturia and Maanvi Gagroo, two very well-known faces in the web series genre, thanks to the hugely popular TVF Pitchers.

However, how does an electrical brand fit into a web-series about the life of a married young couple? Further delving into how a story that brings together the couple, their families and the brand, Rashmi Putcha, Co-founder and Director, Liqvd Asia, says, “On the surface, the series revolves around a couple and how they are going through the ups and downs of their marriage and how things are getting resolved. However, the house where they live is being renovated and that’s where the brand comes into the picture. As the story continues, and as the house and its electrical problems, etc., get fixed, their relationship evolves and gets fixed too. There is a subtle interpolation of the brand because the idea is not to force the brand on consumers.”

The brand was very closely involved in the entire process. Shares Laxman Tari, Head, Marketing Communication & Brand Management, Legrand Group India, “We were clear that our message had to be intertwined with what we believed in and thus we thought of producing the content. We felt that simply sponsoring content prevents from bringing out the brand DNA to the fore effectively. We wanted to be closely involved in the entire process, right from ideation to the end product. We are very proud of what we have created.”

Talking about his expectations from the web series, Saxena adds, “I am not a firm believer in numbers but if we are able to establish a long-term emotional connect with our target audience, we will be a winner.”

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Yoav Tourel has been promoted as Head of Sales for Asia Pacific and Helena Gavros as the Head of Brands and Agencies for Southeast Asia. Also, Anand Makhija has been promoted as the Director of Busine...

Karan Kumar says Fabindia tries to engage with customers only intermittently

In the three months ended June 2018, Hotstar reported Rs 5.69 billion in revenue, compared to Rs 5.71 billion it posted in the 12 months ended March 2018