In a differentiated strategy, the campaign aims at conjuring images of romance with bedsheets
Neha Saraiya | Delhi | December 12, 2011
The home furnishings category in India is predominantly an unorganised industry with only about 5-10 per cent of the market controlled by branded players. However, with growing urbanisation, higher disposable incomes, a younger population and media exposure, there is a gradual shift towards branded home furnishings. In order to capitalise on the emerging trend, Pradip Overseas wanted to cater to a diverse cross-section of Indian consumers for its bed linens.
Its agency, Ignite Mudra, has recently launched a campaign aimed at leveraging the company’s strength in manufacturing world class home furnishings to gain a foothold in the India market. After extensive research and discussion, Ignite Mudra zeroed down on MYCK as the brand name – an anagram for CMYK – the universal colour model. Based on consumer understanding and a broad view of trends, the core TG of the brand is a young audience with high disposable incomes and an urbane taste. The base line ‘Beautiful living’ captures the desire of the TG evident through the brand’s proposition.
The TVC for MYCK revolves around the romance of a couple with the bedsheet acting as a cocoon in which they share intimate moments. The print ads showcase couples in different outdoor locations wrapped in a bedsheet whose design is inspired by the surroundings they are in.
The Print Ads:
Commenting on the campaign, Ravinder Siwach, Group Creative Director, Ignite Mudra, said, “The objective of the campaign was to obviously be top of mind when it comes to choosing bed and home linen. To achieve that, we moved away from a pure product story showcasing range and designs as 99.9 per cent of the advertising in this category is just that. Instead, we presented a human story -- the story of two lovers wrapped in MYCK bedsheets.”
To complete the distinctiveness, the agency has also designed a logo for the brand that captures the essence of colour and design of the product range.
Creative Head: Ravinder Siwach
Writer: Sudhakar Krishnamurthy, Dipen Patel
Art Director: Jayesh Vaghela
Account Management: Ronak Shah, Ameya Khadakkar, Ashwin Pandya
Account Planning : Mehul Shah, Mallika Suresh
Director: Lloyd Baptista