MUMBAI: Online fashion destination, Jabong, will launch a four-day shopping extravaganza, the Showstopper Festival, between 27-30 April.
Targeted to fashion aficionados, the festival will showcase an exquisite collection from renowned international, luxury, designer, beauty, accessory and athleisure brands.
To support the festival, Happy mcgarrybowen has launched its latest campaign for urban fashion-forward customers. A digital-first approach has been adopted for the campaign, and is supplemented by outdoor, cinema and radio. The core campaign thought, #FashionGuilty, builds a world for the showstoppers, where mediocrity ceases to exist.
Jabong VP for brand marketing Gaurav Kackar says, “Showstopper Festival is an ode to the fashion forwards and the trend makers. Every aspect of our campaign comes from a simple insight that being #FashionGuilty is something you wear on your sleeve proudly. The visualisation of the commercial is powerful, eclectic and high on fashion quotient portraying the free-spirited, who defy mediocrity. It encapsulates the essence of the brand, as a curator of best in class labels and high-end fashion.”
Happy Mcgarrybowen CEO Kartik Iyer adds, “The thing about those who fiercely love fashion is that they don’t care about what others think. Some people have a certain boldness about them. The Showstopper Festival is for such people. The film brings this thought alive with the showstoppers celebrating their uniqueness, even if they are being judged for who they are.”
MUMBAI: Micro Cotton, a luxury brand of premium bed and bath linen, has partnered with Dentsu Aegis Network’s Happy mcgarrybowen to reposition itself with a brand new identity as it expands its footprint in India.
Manufactured by Sharadha Terry Products and Kadri Wovens, Micro Cotton currently has a strong presence in over 30 countries worldwide including the US.
Sharadha Terry products chairman and managing director G Kannappan says, “The Indian luxury market is worth around $18.6 billion and is growing at a rapid pace of more than 30 per cent per year. Today, the Indian consumer has evolved and has ample exposure to international brands. They understand high quality and the value of these products. We feel this is the perfect time to expand our highly successful Micro Cotton brand into the Indian Market.”
As part of the mandate, Happy mcgarrybowen – Design has repositioned Micro Cotton as the ‘Craftsmen of Comfort’. The thought has been extended to the brand’s logo design, packaging and all other forms of communication. The new logo embodies the softness of a cotton bud. The lines weave into an infinite loop, reflecting the brand’s unceasing commitment towards advancing the world of cotton products, using technology and innovation.
The packaging extends the thought of ‘Craftsmen of Comfort’ into a unique design. It captures the craftsmen part by commissioning a wood cut design (a throw-back to craft in the days of yore) which, visually, tells the story of ‘Farm to Fold’ and also communicates the heritage of Micro Cotton.
Sharadha Terry products director Vikram Krishna mentions, “Being a lifestyle brand, it is essential for us to have a relevant and unique brand positioning and identity. And we are glad that we partnered with Happy mcgarrybowen for this job. The brand identity and positioning have been a great success and we are confident that it will create a positive impact for us in the market. Product packaging designs are distinct and stand out from the clutter. The product packaging is designed to act as a piece of communication by itself.”
Happy mcgarrybowen MD and co-founder PM Praveen Das adds, “The rebranding reflects both the evolution of the brand as well as its vision for the future, as it brings an extensive collection of its highly acclaimed luxury products to the Indian market. The design was painstakingly crafted over several months for the desired effect. The spontaneous appreciation of the sales force during the launch was a reward in itself for us. We are very excited to continue to partner with Micro Cotton using disruptive and cutting-edge communication to take the brand forward.”
MUMBAI: This World Sleep Day, Duroflex and Happy mcgarrybowen launched a very different product that helps aid better sleep, The Duroflex Sleep Song.
Conceptualised and composed by Happy Mcgarrybowen, the Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into a deep sleep.
World Sleep Day is an annual celebration of sleep and a day to reflect on the importance of sleep for a healthy life. “We are a highly sleep deprived society and don’t consider sleep a priority for good health. As a brand, we are committed to raising awareness about the importance of sleep. Our products aid better sleep and The Duroflex Sleep Song is just another offering from us to help everyone sleep better. Track it free to download and we urge you to share it with people who deserve better sleep,” says Duroflex director of marketing Mathew Joseph.
Happy mcgarrybowen senior creative director Naren Kaushik Mudrakartha adds, “The key ingredient of the track is all kinds of yawns – because they are so contagious. While the bed of the track had a soothing arrangement, the yawns were built in to make anyone who heard it sleepy. And thus was born The Duroflex Sleep Song, a first for any brand. The best part was that we knew the track went viral quickly because we started receiving it as a forward from friends within a couple of hours of launching it.”
MUMBAI: Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign line is a quirky yet bold take on the two-wheeler’s superior mileage. Suzuki Motorcycle India has launched three more ads as a part of its second leg.
Suzuki Motorcycle India EVP of sales and marketing Sajeev Rajasekhran says, “Suzuki Access 125 is one of the bestselling scooters in the 125cc segment in the premium product category in India. Post the success for ‘Kam Peeta Hai’ TVC, we have now rolled out the second phase of the campaign further strengthening its popularity in the market and drive purchase consideration. The series of TVC reinforces the greater functionality, benefits, and mileage for Suzuki Access 125. The campaign showcases situations during day-to-day activities to connect with the customers.
The campaign series shows scenarios from daily lives and turns them into a humorous yet bold take when Access 125 performance is in question. It is a unique way to differentiate Suzuki Access 125 from the other two-wheeler while highlighting its strengths.
Happy Mcgarrybowen CEO and co-founder Kartik Iyer adds,“There is no greater proof about the success of a campaign than the direct impact on business. What is even more encouraging to know is the fact that new customers are walking into showrooms asking to be shown the scooter that drinks less (Kam Peeta Hai). All due credit to the teams that worked on this campaign, especially the client for seeing the potential in a seemingly simple idea.”
The campaign will continue to have a 360-degree approach including print, outdoor, and digital platforms, besides the TVC format.
Suzuki Access 125 is a premium scooter loaded with features such as chrome styled headlamps, easy self-start, digital speedometer and a mobile charging socket as standard equipment. The scooter is also available with an optional front disc brake.
MUMBAI: Happy mcgarrybowen has been selected by Daimler India Commercial Vehicles (DICV) as the agency on record for its BharatBenz brand, known for its range of modern trucks and buses. The appointment followed a multi-agency pitch held in Chennai.
Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network, has been brought on board to manage the integrated mainline and digital communication mandate for BharatBenz trucks and buses, along with the media duties for the brand. The brand will be handled out of Happy mcgarrybowen’s Bangalore office.
The BharatBenz brand is tailored for the Indian market and its demanding customer requirements by Daimler AG, the world’s leading commercial vehicles manufacturer with a global reach. First unveiled in February 2011, it celebrated its market launch in September 2012. By end of 2017, more than 60,000 BharatBenz vehicles had already been handed over to customers – an unprecedented ramp-up in the Indian CV industry. BharatBenz trucks and buses are sold and serviced through a pan-Indian network of more than 130 touch-points which is also continuously being expanded beyond the tier-2 and tier-3 cities.
On the partnership, DICV vice president of marketing and sales Rajaram Krishnamurthy says, “We are happy to have Happy mcgarrybowen on board. We will be reaching out to more and more customers in the coming years, and we are counting on their expertise to deliver successful integrated traditional and digital campaigns for BharatBenz.”
Happy mcgarrybowen chief executive officer Kartik Iyer adds, “It’s been a year of automobile account wins for us at Happy mcgarrybowen. First 2 wheelers, then 4 wheelers and now 14 wheelers. It’s an honour to be chosen to work on a brand like BharatBenz. Their patience to get the right solution and their appreciation for quality is something we have already enjoyed in the short span of working together. We are extremely positive about this partnership and we look forward to growing their market share in the country.”
MUMBAI: Jabong has launched its multi-media advertising campaign for the third edition of its ‘Big Brand Sale,’ which is from January 25 to 28, 2018. The 360 degree marketing campaign has been designed to drive communication around the brand’s flagship sale that brings the biggest international and Indian brands at unimaginable prices.
As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for ‘Ho Tayar for the BIG BRAND SALE’ (Are you ready for the Big Brand Sale?). Stringing together the global brands that would be on sale, the film, titled, ‘Swag Ka Ye Khel’ (Game of Swag), underscores Jabong’s stature as India’s swag stop. The visualization is powerful, trendy, global and young; taking into account customers of premium international brands.
Conceptualized and scripted by Happy Mcgarrybowen, the creative agency from Dentsu Aegis Network, the TV commercial will be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in 5 and 10 second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel & Tata Sky) and digital, with OOH across eight cities.
Jabong head Gunjan Soni said, “Jabong’s Big Brand Sale is all about the celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”
“Jabong is one of the coolest brands as a fashion retailer in the online space. It is always a pleasure to create visuals that communicate the unique offering from Jabong. We were clear we didn’t want the communication to just be a retail announcement. The game of swag is a personal game played by everyone who loves fashion. The idea was to celebrate self-expression from a choice of the best fashion brands. Each sequence was carefully crafted to deliver a unique visual experience. The film was shot in the charming backdrops of Calcutta. The track was specially created in collaboration with rap artist DeeMC. Not to mention, the beautifully crafted film was created by Raznish ‘Razy’ Ghai from Asylum films,” said Happy Mcgarrybowen CEO Kartik Iyer.
Jabong is offering 3.8 lakh styles from 3000 international and Indian brands at 51 to 80 per cent off during the sale.
MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the #7HourMarathon campaign for Duroflex.
The campaign launched when Milind Soman rolled out a tweet saying how he planned on doing a 7-hour-marathon every day. But little did his followers know, the marathon he was talking about was seven hours of continuous sleep. This digital stunt was initiated to bring attention to the cycle of disrupted sleep that has taken over this generation.
Seeing the response, a subsequent video was released a day later where Soman clarified the confusion on #7HourMarathon and discussed the importance of good sleeping habits.
The campaign was conceptualised by Happy mcgarrybowen and executed in collaboration with Isobar, SKREEM, and Greenroom.
Duroflex director of marketing Mathew Joseph says, “As a company, we have a strong lineage in this industry and understand the importance of sleep. We really wanted to raise awareness around the importance of sleep. In Milind Soman, we found a credible voice to drive this message across. The #7HourMaratahon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India.”
Most of the audience they spoke to consumed about 2.5-3 hours of social media on an average every day, making it evident that social media must be the activation area.
While talking about looming sleep crisis and the need to commit to seven hours of sleep, Soman mentions, “Having been involved in sports all my life, I understand the importance of sleep. Sleep is essential for the body and mind and restful sleep is one of the foundations of good health. Recharging and rejuvenating body and mind sufficiently every night is important for better quality of life. My own health resolution this year has been to sleep more and better.”
The tweet got picked up and shared by multiple media channels generating a range of reactions from awe to confusion. While some applauded Soman on pushing his limits, others expressed blatant confusion deeming it an unachievable task. This bag of mixed reactions instantly blew up the campaign making it trend at fifth position on Twitter nationally.
MUMBAI: Long before people knew what cool was, there was Fastrack! Customary and conventional, are words you would never find in Fastrack’s vocabulary. Known to break stereotypes, in its new campaign, Fastrack yet again bears the flag of defiant thought for the youth and by default, the future.
Do you know someone who puts up a filter for the sake of it? Someone who uses a hashtag not knowing what it stands for or goes to parties just to be socially relevant? Do you laugh at things you don’t find funny or do you spend too much time in front of the mirror at the gym than the weights? Fastrack has four real words for you-Shut the Fake Up!
Brought to life in the film by Happy McGarrybowen, Fastrack urges this very philosophy. With this campaign Fastrack challenges the norms and carves a pathway for millennials. Be it being big and beautiful, being online or offline, or simply being different and unique in your own way. It’s all about being real – online and off it.
Titan chief marketing officer Suparna Mitra says, “Following our tradition of being in tune with the language of the youth, this campaign fits in, seamlessly. Fastrack has always spoken the language of the you.th and this TVC is no exception. Set in a relevant background, the film represents many quintessential elements to today’s youngster; from a simple chat, to actually meeting the person. The TVC borrows from the archetypal ‘boy meets girl’ narrative and showcases two versions of your life – with and without Fastrack.”
Fastrack head of marketing Ayushman Chiranewala adds, “Fastrack being a young brand has always been the candid voice for the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new ‘Shut the Fake Up’ campaign is testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”
Today’s youth have everything that the world has to offer. From Facebook to Twitter and Snapchat to Instagram, there is nothing too obscure for this generation. “Shut the Fake Up” is Fastrack’s appeal to its audience to break free from the social façade. Narrated at breakneck pace, the commercial holds up a mirror to present-day behavior on Social Media that glorifies putting on a show for adulation. Taking pictures of food, or dressing up for the attention – a tireless display of oneself online, to fake an identity online that barely matches one’s real-world self. A story told in two parts, it contrasts two ways of approaching courtship. One by hiding behind the facade of Social Media currency and the other though sheer, honest self-expression.
Happy Mcgarrybowen CEO Kartik Iyer mentions, “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”
The campaign is being run on television along with extensive engagements on social media. Lowe Lintas, Bangalore continues to manage the brand’s creative duties.
MUMBAI: Road accidents and fatalities are a national concern. According to the recent Ministry of Road Transport and Highways (MRTH) data, not wearing seat belts resulted in 5,638 fatalities during 2016. Fifty percent of these fatalities could be prevented through use of seat belts, an important safety device often ignored by car users in India. A recent study by Maruti Suzuki conducted with Kantar Group (Millward Brown and IMRB) reveals seat belt usage rate is as low as 25 per cent in India.
To address the issue, Maruti Suzuki India has recently rolled out a nationwide social campaign to create awareness and promote seat belt use among drivers and passengers.
Maruti Suzuki senior executive director RS Kalsi says, “Seat belt is one of the most effective safety equipment in a car. Studies by National Highway Traffic Safety Administration (NHTSA), USA, show that if an occupant is not wearing a seat belt in a vehicle equipped with airbags, the airbags may actually cause more harm in the event of a crash. At the same time, with the new safety regulations, more cars in India will come equipped with airbags. This makes the usage of seat belts even more critical.”
Called #PehniKya, conceived by Happy mcgarrybowen, a unit of Dentsu Aegis Network, it focuses on driving this behaviour change among car users in India. The high impact 360-degree integrated campaign by Maruti Suzuki comprises print, TVC, radio, digital and on-ground activations.
The emotionally resonant TVC for ‘#PehniKya?’ is centred on a kid trying to stop his father from driving his car, because his father is not in the habit of wearing the seat belt. The TVC is currently being played on major television channels in India spanning the genres of news, movies, etc.
He added, “Lack of awareness of seat belt as a safety device, lack of encouragement from family and friends, and weak law enforcement were among the key reasons for non-usage. Through this campaign, we aim to encourage car occupants to wear their seat belts.”
Happy mcgarrybowen chief creative officer and MD PM Praveen Das mentions, “We were very excited to work on their latest campaign on the seat belt initiative. Drawing from research, we decided to keep the message simple and thought-provoking, thus was born #PehniKya? Another key insight that was validated by research was that people would be far more impacted if the message came from a family member. Hence, the construct of the TVC. The film captures the simple emotion of love of a son for his father.”
MUMBAI: Suzuki Motorcycles India has launched a new series of campaigns for its hugely successful Access range of scooters. Created by Happy mcgarrybowen, the campaign line “Kam Peeta Hai” is a humorous yet bold take on Access’s stand-out feature, the superior mileage.
The film series shows how even the most mundane, everyday scenario can take a turn for the bizarre when an Access is in question. The campaign is set to blaze the trail with a series of films, digital amplification, print and outdoor activations on a national and regional level. The campaign aims to make “Kam Peeta Hai” a household lingo, and Access a household name.
Suzuki Motorcycle India Limited EVP of sales and marketing Sajeev Rajasekhran says, “Access is the favourite and bestselling 125cc segment scooter in India. With more than three million units sold so far, the Access combines superior performance with economy. We recently launched the new campaign line ‘Kam Peeta Hai’ for Access with the objective of strengthening this positioning in the market as a mileage efficient and technologically superior scooter that offers greater functionality benefits, and reinforce our customer’s reason to believe in the product. It is a humorous yet bold take on Access’s stand-out feature, the superior mileage.”
Happy mcgarrybowen CEO and co-founder Kartik Iyer adds, “India has always been obsessed with mileage. And the scooter category is no different. We wanted to come up with something that sticks and has a ring to it when flagging-off the big feature of the Suzuki access 125. ‘Kam Peeta Hai’ is a big idea and has infinite possibilities. The initial reaction to the campaign has been very welcoming. And we expect to have a lot of fun with the idea in the days to come.”
