ITV

Tag: PM Praveen Das

  • Micro Cotton appoints Happy mcgarrybowen to redesign India identity

    Micro Cotton appoints Happy mcgarrybowen to redesign India identity

    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.”

  • Maruti Suzuki straps on your seat belt with #PehniKya

    Maruti Suzuki straps on your seat belt with #PehniKya

    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.”