Schneider Electric Builds Bappa's Blessing Out Of Light Switches
Schneider Electric has built a Ganesh Chaturthi installation in Pune in which the abhaya mudra, the gesture of blessing and protection, is formed entirely from light switches. The line running with it is "Nirantar, Nirvighna Raha".
- Brand: Schneider Electric India
- Where: an outdoor installation in Pune, during Ganesh Chaturthi
- The idea: the raised palm of the abhaya mudra rendered as a grid of white modular switches, beside a line drawing of Ganpati
- Line: Nirantar, Nirvighna Raha, tying the blessing of uninterrupted protection to uninterrupted power
- Media: the outdoor installation, supported by digital, leading to the Home Solutions portfolio
- Timing: aimed at the festive window when Indian households take up home renovation
What Schneider Electric Made
A pun that only works in three dimensions. Nirvighna means without obstacles, which is what a devotee asks Bappa for and also, exactly, what you want from your electrical supply. The switch is the most overlooked object in a house, and building the blessing hand out of switches is the kind of idea that earns the hoarding rather than just filling it.
Ratnesh Pandey, vice president of marketing at Schneider Electric India, said festivals in India are moments of deep emotional connection, and that the brand wanted to show up in a way that felt native to that moment rather than layered on top of it.
Why Pune, And Why Now
Because Ganesh Chaturthi in Pune is a street event more than a broadcast one, and an installation on a busy road is seen by the same crowds that walk the mandals. The festive weeks are also when home improvement spending peaks, which is the practical reason a switches and home automation brand is in the conversation at all.
The film records the installation going up and the reaction to it. No agency credits have been announced.
The film is on Schneider Electric India's YouTube channel. More campaigns.