Morphy Richards inspires a kitchen transformation to showcase looks

Morphy Richards India has launched a campaign comprising two ad films conceived by Touchstone Advertising. The first commercial went on air on 1 October, while the second is to be released later in the month.

The TVCs position Morphy Richards appliances as ‘Smart ideas for your home’.

The first film features a young couple opening what seem to be their wedding gifts. The lady gets excited seeing a Morphy Richards mixer grinder she has received. She calls out to her husband to take a look and places it on the kitchen counter. The husband looks on, and starts thinking. The next frame reveals what he’s been thinking about. He’s decided to redo the kitchen for the lady while she’s asleep. Awakened by the drilling and sawing, she walks into the kitchen to see professionals at work. She is delighted by the transformation as a voice over informs, “Morphy Richards - Smart ideas for your home.”  The film ends with the couple eyeing a Morphy Richards water heater placed on the table. The super reads, “To be continued…”

Vivek Sharma, business head, Morphy Richards India, said, "There is no doubt that Morphy Richards products stand a notch above competition in looks and functionality. We needed to communicate this and of course showcase our range. We also wanted to humanise the brand and bring it closer to the hearts and minds of our TG."

Beena Koshy, senior GM and head – advertising and brand development, Bajaj Electricals Limited, added, “We needed something with more mass appeal, yet not a regular product TVC, something with a heart and soul.”

Aditya Upadhyaya, CEO, Touchstone Advertising, said, "Morphy Richards is now extending its reach across cities in India and introducing newer categories. We needed something that would tie all of this in and make the brand more approachable. Young India is no longer content with what they have, they want more and they're willing to spend for it. That was our insight, so to speak."

Credits

Client: Morphy Richards
Creative agency: Touchstone Advertising
CEO and CCO: Aditya Upadhyay
Creative team: Ammi Maru, Kailash Chaudhari
Planning: Ravi Luthria
Account management: Kanika Vaid, Shalmali Nazar
Production House: Thumbnail Pictures
Director: Sudip Bandopadhyay