Morphy Richards' 'Happiness Engineered' campaign brings joy to consumers
Morphy Richards, the iconic British brand synonymous with functionality, aesthetics and design excellence, has taken a step in bringing its brand philosophy, Happiness Engineered, to life by celebrating March as Happiness Month. This large-scale, multi-channel campaign strategically aligned with International Day of Happiness, reinforcing Morphy Richards’ commitment to creating products that spark joy in everyday moments.
Commenting on the campaign, Devika Sachdev, Head of Advertising & Brand Management, Bajaj Electricals said: "At Morphy Richards, we believe happiness is more than just an emotion—it’s something that can be engineered into everyday life through thoughtful design and innovation, just like our products. With this campaign, we set out to create a 360-degree experience that brings joy to consumers in unexpected ways. The phenomenal response reaffirms our belief that every interaction with our brand can be a source of happiness."
Through a seamless integration of social media, on-ground activations, employee engagement, influencer partnerships, and PR amplification, the campaign was designed to be synonymous with a relevant topical day – a natural fit for the brand’s promise of Happiness Engineered.
Happiness Jar: A Retail Activation that Resonated with Consumers: A Campaign Centrepiece
In collaboration with a leading consumer durables retail chain, Morphy Richards engaged directly with consumers through a fun and heartfelt activation. The Happiness Jar—a simple yet powerful concept—invited customers to pick chits containing uplifting messages, exclusive brand merchandise, and product giveaways. Their spontaneous reactions were captured on camera, turning moments of surprise into shareable content that resonated across digital platforms.
A Workplace Glow-Up: Bringing Happiness to the Office
Going beyond conventional brand activations, Morphy Richards orchestrated a one-of-a-kind Workplace Glow-Up at a corporate office, transforming an ordinary workday into an unforgettable experience. Employees were treated to an exclusive Hair Styling Experience Like No Other, featuring a Grooming Station where personalised hair transformations were offered using Morphy Richards’ premium styling range. The day culminated in a Hair Styling Masterclass led by a hair styling expert, who shared the glamour industry’s best-kept secrets, demonstrated effortless everyday looks, and highlighted the brand’s latest range of personal grooming products that makes at-home styling a joyful experience.
Influencer & Digital Amplification: Creating a Social Media Frenzy
The campaign saw a phenomenal digital reach, thanks to the participation of 35+ leading influencers who captured and shared their experiences in real time. The Workplace Glow-Up event, in particular, garnered high engagement, seamlessly merging online buzz with offline experiences.
Morphy Richards introduced its Chief Happiness Officer (CHO), an illustrated mascot unveiled through a teaser campaign, later brought to life in surprise social media appearances to spark joy and engagement. Interactive social media activations further extended the campaign’s reach. Followers of morphyrichardsindia engaged in contests, like using the trending Add Yours Instagram story format that invited consumers to ‘Share a picture and Tag your CHO, creating a ripple effect of user-generated content.
A Movement, Not Just a Moment
With Happiness Month, Morphy Richards has established a meaningful and joyful association with International Day of Happiness, proving that happiness can indeed be engineered. By engaging consumers at multiple touchpoints and integrating digital-first storytelling with on-ground activations, the brand has successfully reinforced its positioning as premium brand that not only creates highly functional products but also engineers moments of delight.
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