Mumbai, 28th March 2025 – 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.”
Watch the action here: https://www.instagram.com/reel/DHd9mlDtxe1/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
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.
Watch now: https://www.instagram.com/reel/DHbYl_CsCoX/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
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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About Morphy Richards: Morphy Richards is an iconic British brand that offers a premium range of lifestyle home appliances. From the House of Bajaj Electricals, Morphy Richards believes that happiness starts at home; and staying true to this philosophy, the brand has been making home life easier and happier with perfectly engineered products for over 80 years. Their range of luxury kitchen and home appliances are intuitive and innovative and make for the perfect centre piece of any living space thanks to their aesthetics.
Morphy Richards is the largest-selling OTG brand in the country, loved by professionals and home bakers alike. The brand is also widely known for its coffee makers that give consumers café-like coffee at home. Morphy Richards has a stable of award-winning lifestyle products in other categories, such as Grind Pro Maxx 1000W Mixer Grinder, Digichef OTG and– all recognized as the ”Product of the Year” by NielsenIQ. They also recently launched the Vogue portable and travel friendly garment steamer, Digital and dual basket Air Fryers, Café Artisan 7-in-1 Coffee maker and Melange Stand Mixer.
It is marketed in India by Bajaj Electricals that has an expansive network of 23 branch offices, 700+ distributors, and ~ 2 lakh retail outlets across India, combined with over 600 consumer care centres reaching 19,300+ pin codes, fortifying their dominant presence in the consumer products sector. In the UK, the brand has been creating pioneering appliances & products for over 85 years that make home life easier and happier. It is part of Glen Dimplex, an Irish-headquartered international manufacturing group which was founded in 1973 and encompasses a wide range of internationally recognised brands for consumer and professional channels.