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Tag: Vikram Krishna

  • 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.”

  • UAE’s Emirates NBD to take ‘Truth And Reality’ campaign to the next level

    UAE’s Emirates NBD to take ‘Truth And Reality’ campaign to the next level

    MUMBAI: Middle East banking group Emirates NBD is looking to take its ‘Truth And Reality‘ brand campaign to the next level in the UAE.


    Emirates NBD head group marketing Vikram Krishna said that the campaign was introduced last year and the response has been strong. A 360 degree approach is sued with traditional media like television being used in conjunction with new media.


    “The message can be used in different situations. For instance the truth is that we have 50 tax savings plans. The reality is that your child is spoilt for choice,” he said.
     
    Now the company is looking to broaden the campaign as it launches new products and services. It has introduced cards for the Dubai Metro System. The campaign for this has the tagline ‘Go For It‘ and is being done under the overarching ‘Truth and Reality‘ theme. The card also enables users to get discounts at over 500 restaurants as well as movie tickets. The bank has a four to five year outlook for the Truth and Reality campaign.


    “You can contexualise it in many ways. We have used it for Diwali. We are also using it for our national day which falls on 2 December 2011. No competitor uses this language. Our aim is to sound more like a consumer brand. The language should not be technical and complicated.”


    He says that the campaign has resulted in more people wanting to do business with the bank. Awareness levels have grown. He notes that the UAE is a melting pot. People from different nationalities reside there. Also the bank caters to people who have different levels of financial literacy. Therefore the marketing language is critical. Language has to be simple and transparent. He notes that in these difficult economic times banks have to create an environment of transparency. You have to get across to everybody. Many of them come from different cultural and financial backgrounds.