Legrand bets big on original content through web series on OTT platforms

Legrand, a global specialist in electrical and digital building infrastructure, is all game when it comes to content marketing. The brand believes video content to be the biggest driver in the digital space and bets hugely on the OTT platforms to create and distribute content.

The brand is shifting focus towards products that are more futuristic and interconnected at the same time and, hence, finds content marketing one of the important mediums to reach out to its target audience.

Recently, Legrand launched a lifestyle infotainment series ‘All in a wink’ to showcase its lighting control and home systems on Good Times TV and the YouTube channel of the brand. Previously also, the brand launched a web series ‘Good Vibes’ on SonyLiv.

Legrand is open for a lot of content partnerships in the future. Talking about the kind of content partnerships the brand is looking at, Sameer Saxena, Director Marketing, Legrand (Group) India, said, “We are looking at content partnerships that will enable us to reach out to tech-savvy and upwardly mobile audience, who are the key decision-makers and are into smart living spaces.”

The brand believes OTT platforms have a huge potential for brands to distribute content. It is the next big thing in the content marketing space on the back of affordable internet consumption growing rapidly in India.

Sameer Saxena

Saxena said the OTT platform has enabled companies to reach out to a larger audience in a short span of time through platforms such as Hotstar, SonyLiv, Hungama Play and ALTBalaji. Legrand India reached out to the millennial consumer through its original web series ‘Good Vibes’, which was launched on SonyLiv.

Explaining why producing original content in form of web series comes naturally for the brand, Saxena said, “Today, the consumer is adopting smarter ways of living and creating their spaces, be it in their connected homes or relationships. At Legrand, we would like to be part of this modern environment through our products and we thought web series is an effective medium to showcase this to the digitally native India. So, we chose to create original content for the discerning B2C consumer.”

Saxena is very clear in his approach when it comes to branded content and content marketing. The brand creates differentiated content targeting various audience types. It creates knowledge-based series for professionals and panel builders in the energy distribution segment. Legrand produces infotainment TV and web series like ‘All In A Wink’, to demonstrate its home automation projects for system integrators. It does experiential content for data centre solutions for CXOs to promote the VDI segment and social content for retail-driven wiring devices.

Saxena said that through content, the brand educates new young customers about its offerings while also retargeting its loyal customer base to build saliency. He added, “Our web series are targeted at the age group of 20-35 years. We chose this audience as they are the one who will be buying our products in the next 4-5 years.  The idea is to catch them young by educating them about our products and build brand familiarity with them.”