‘We Are Here To Build A Long-Term Emotional Connect'

In an effort to build brand awareness and create a long-term impact on the minds of young consumers, Legrand India, along with digital agency Liqvd Asia, is launching a webseries, The Good Vibes. Sameer Saxena, Director-Marketing, Legrand India, Arnab Mitra, Managing Director, Liqvd Asia and Rashmi Putcha, Co-founder and Director, Liqvd Asia tell us about it

- Samarpita Banerjee

For most brands functioning in the Business-2-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 & digital infrastructure building specialists, Legrand. The brand has partnered with digital agency Liqvd Asia and production house Bohemian Films and is soon to launch a webseries called The Good Vibes. The effort of the exercise is to create brand awareness among the youth while building a longlasting 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 webseries 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 both the category of consumers.