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Tag: Morphy Richards

  • boAt high-flyer Siya Wadhawan steers her way to Boldfit

    boAt high-flyer Siya Wadhawan steers her way to Boldfit

    MUMBAI: Siya Wadhawan has jumped ship from audio giant boAt to take the helm as head of brand marketing at sportswear challenger Boldfit. The savvy brand builder, who played a blinder in scaling boAt from a modest Rs 800 crore operation to a whopping Rs 3,000 plus crore behemoth during a four-year stint, will now attempt to work her magic on India’s fastest-growing sportswear and sports equipment brand.

    During her tenure at boAt, Wadhawan cut her teeth on product launches across the audio and smartwatch categories, masterminding partnerships with heavyweights like Netflix, cult.fit, and Dolby that helped propel the brand into the stratosphere.

    Before making waves at boAt, the MICAn spent nearly two years at Bajaj Electricals, where she spearheaded the digital transformation of the kitchen appliance category during the Covid pandemic—no mean feat for a legacy brand facing unprecedented market disruption.

    Her clever rebranding of Nirlep and category expansion efforts for both Bajaj and Morphy Richards in south India caught the eye of boAt’s top brass, who snapped her up in January 2021 as they embarked on their ambitious growth trajectory.

    Boldfit, which has been quietly building a name for itself in the fitness equipment and sportswear space, appears to be gearing up for a major push with this strategic hire. The brand is rumoured to be plotting an aggressive expansion that would put it on collision course with established players like Decathlon and homegrown challenger Cult.Sport.

    Wadhawan’s knack for “weaving stories, designing strategies and mining breakthrough ideas” will be put to the test as she attempts to navigate Boldfit through the crowded sportswear market, where brand positioning and community building are as crucial as the product itself.

    With a track record of turning digital-native brands into cultural phenomena, all eyes will be on whether Wadhawan can help Boldfit muscle its way to the top of India’s fitness brand podium.

  • From hair mess to hair success, Morphy Richards’ campaign hits the right note

    From hair mess to hair success, Morphy Richards’ campaign hits the right note

    Mumbai: Morphy Richards is taking its personal grooming range to the next level since its foray into the category last year. Their latest campaign is all about the remarkable transformation that its personal grooming range of products bring to everyday hair challenges.

    The film demonstrates how the right grooming tools can turn a stressful hair situation into a moment of effortless beauty. In the film, the viewers are introduced to a chic and stylish bedroom setting, where a younger sister nervously clutches onto hair rollers and brushes. The suspenseful music builds tension as the camera reveals her older sister’s frizzy hair. The older sister’s frustrated gaze towards her younger sibling escalates the drama when she reaches for the scissors. However, just in time, the focus shifts to the Morphy Richards Keraflow Hair Straightener.

    The suspenseful music fades as the older sister opts for the straightener, effortlessly transforming her messy curls into sleek, shiny hair. This visual transition highlights the power and effectiveness of Morphy Richards Hair Straighteners, turning what could have been a hair disaster into a smooth and polished look.

    “As we step into the festive season, Morphy Richards is excited to unveil its latest campaign focused on personal grooming. At Morphy Richards, we believe that celebrating the joy of the season starts with feeling your best. Our new range of grooming products is designed to enhance your personal care routine with innovative features that blend efficiency and elegance. We’re proud to support our customers in looking and feeling their finest as they embrace the festivities with confidence and style. Here’s to a season filled with joy, radiance, and the perfect grooming experience.” — Bajaj Electricals head of advertising and brand management, Devika Sachdeva 
     

  • Ali Fazal and Richa Chadha collaborate with Morphy Richards for their new winter campaign

    Ali Fazal and Richa Chadha collaborate with Morphy Richards for their new winter campaign

    Mumbai:  Morphy Richards, India’s leading premium lifestyle home appliances brand, has announced an exciting winter campaign with the adorable Bollywood duo – Richa Chadha and Ali Fazal. The digital film, titled ‘Date from Home,’ aims to redefine winter experiences by highlighting Morphy Richards’ latest smart and innovative Zero Oil Radiator Heater Range as the perfect companions for creating cosy moments indoors. This is a unique room heater equipped with breathe-easy technology that helps in maintaining healthy oxygen levels and indoor air quality. The brand’s proprietary technology utilises no oil but has two copper plated heating elements and a unique 15 fin design that together deliver 25% faster heating. This is an industry- first feature, which is what makes this product a must buy this winter season.

    The iconic British brand has always catered to the consumers’ need for intuitive and user-friendly products that deliver sheer happiness. As the temperatures drop, Morphy Richards is keen to inspire individuals to create special moments at home, turning it into a haven of warmth and togetherness while elevating your living spaces. The campaign film, which is a 90 -second DVC, features the beloved celebrity couple – Richa Chadha and Ali Fazal – focusing on the concept of enjoying romantic dates from the comfort of your home during the chilly winter months when your partner doesn’t want to step out. In the film, while Richa wants to step out for an evening with her husband, Ali says “He doesn’t feel like going out because it’s really cold outside and there’s a lot of traffic and pollution.” Rather than getting upset, Richa mentions that there’s “no need to get angry” as she has a 3-step guide to enjoying a romantic date at home and the perfect solution to stay in – the Morphy Richards’ smart range of Zero Oil Radiators.

     

     

    Commenting on the campaign launch, Bajaj Electricals Ltd COO – Consumer Products Business Ravindra Singh Negi said, “Morphy Richards is an iconic British brand known for offering premium lifestyle appliances that add happiness to everyday life. With the onset of winter, the smart range of Thermocore XR Zero Oil Radiators serves as the ideal partner. This unique range utilises no oil, enabling 25% faster heating – an industry first feature. We are delighted to collaborate with Bollywood power couple Richa Chadha and Ali Fazal who embody the spirit of happiness and warmth which is perfect for our campaign. We’re confident that consumers will relate to the film and will depend on the brand to transform their living space into a cosy retreat.”

  • Morphy Richards launches ‘Oh So Rich’ campaign for personal grooming line

    Morphy Richards launches ‘Oh So Rich’ campaign for personal grooming line

    Mumbai: Morphy Richards –India’s leading premium kitchen and domestic appliances brand, has announced its entry into the personal grooming and styling products category. Driven by the purpose of ”Happiness Engineered,” Morphy Richards caters to the consumer’s need for intuitive, user-friendly products that deliver happiness through product design and functionality.

    The brand launches a series of digital films under the “Oh so rich” digital campaign which teases the viewers with glimpses of the new personal grooming range of products. The range of products will cater to men and women and includes trimmers, body groomers, hair dryers with diffusers, and hair straighteners available in rich colours and dynamic designs. The price range starts from Rs 699/- across online platforms and offline stores and is already a cult favourite.

    Commenting on the category launch, Bajaj Electrical Ltd COO – consumer products business Ravindra Singh Negi said, “Self-care and grooming are some of the biggest trends we’re seeing among young Indian consumers, with both women and men making it a part of their daily routine. When we spoke to our consumers, we realised that while the outcome of grooming is an external appeal, the process is very intimate and personal. Morphy Richards is known to offer functional and aesthetic products that add happiness to everyday life. Our robust products, thoughtful simplicity, and originality in design will be the core differentiators. With the festive season around the corner, these products make perfect gifts as well – with the range catering to men and women cutting across various price points to fit every budget.”

    Morphy Richards is a legacy, a story of engineer meets salesman, technology meets humanity, and function meets form. Driven by the purpose of ”Happiness Engineered,” Morphy Richards caters to the consumer’s need for intuitive, user-friendly products that deliver happiness through product design and functionality. In 2022, they extended their trademark agreement for 15 years to continue producing, marketing and selling the home appliances in India and neighbouring territories.