Morphy Richards looks for a creative partner

It is already in talks with many agencies based in Mumbai.

Home appliances company Morphy Richards is on the lookout for a creative partner. Currently, it is in initial level talks with several creative agencies in Mumbai. At the same time, discussions are on with the incumbent, Contract Advertising. The chosen creative partner will have to manage the creative mandate for the entire product range of Morphy Richards.

In fact, at Spikes Asia 2012, Contract Advertising received a gold metal for the 'Corruption' campaign created for Morphy Richards in the Film Craft category for 'Best Use of Sound' sub-category. The campaign also managed to win a silver metal for the same campaign in the Film category.

Highly placed sources close to the development have confirmed the pitch news to afaqs! on the condition of anonymity.

The size of the business and spend on the media was not known at the time of filing this report; however, it is known to be substantial.

For more than 66 years, Morphy Richards has been one of the prominent names in household appliances in Europe, both in terms of latest designs as well as technology. It is a part of Glen Dimplex Group, a manufacturer of electric heating and domestic appliances having presence in the UK, Europe, America, Canada and West Asia.

Morphy Richards is being marketed and serviced in India by Bajaj Electricals, one of India's leading appliances companies.