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Happy comes up with a denim love saga for Lee

29-November-2007
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Happy comes up with a denim love saga for Lee

It has been less than six months since Happy, an ideas shop, made its debut in the Bangalore market. And the agency has been quite a show stealer with its innovative ideas. The brainchild of two former O&M Bangalore hands – Parveen Das and Kartik Iyer – Happy was set up with the aim of not shying away from executing ideas differently, and the agency is strictly sticking to this mantra.

The agency has now come up with the first Indian TVC for apparel brand Lee. Explaining the reasoning behind the TVC, Iyer said, “The TVC was the need of the hour, where the client was looking for connecting with a younger TG. That’s the reason why besides a 40-second TVC spot, we have also created a 90-second viral, which is available for viewing and download at www.leelounge.com, and can be shared by youngsters.”

“The idea was to create a film that leads to a viral viewing pattern,” said Vipul Mathur, Marketing Head, Lee.

The TVC, which has been directed by Prakash Varma of Nirvana Films, has an international feel to it and uses the tagline ‘Sticks to you like it loves you – Lee’. The concept of the film revolves around a love affair between a pretty girl and a pair of jeans and has all the ingredients of a romantic saga – infatuation, passion, lust, jealousy, drama and reunion.

“The idea was to do a charming film that brings back the magical relationship between the youth and denim. But rebellion and sexual deviance are passé,” said Happy’s Iyer and Das.

“We have a film that is set anywhere in the world and can be viewed anywhere in the world. That is the benchmark of a global brand like Lee,” added Chakor Jain, Business Head, Lee.

Besides the TVC, Happy has created a Buddy Lee Café for Brand Lee. The idea behind the coffee shop was that Lee wanted to give its customers another reason to come and hang out at the Lee store. Happy thus created the world’s first Buddy Lee Café in Ahmedabad. Buddy Lee is the brand’s icon since the 1920s. As Das and Iyer put it, “We created the name, the concept, the graphics, the experience, even the matchboxes. The café is open today and the youth of Ahmedabad love it.”

This apart, for brand Lee, the duo created the Lee concept store in Delhi. “Lee wanted to open a woman-centric store for the busy lady shoppers in New Delhi. We knew one thing – women in this market dressed up to go shopping. So, we created Lee’s first ever concept store. We said if Paris Hilton were to come to this market, she would come here. We also urged the client to create store specific merchandise and the store has worked for the client,” Das said.

Meanwhile, Happy has also created a radio character – Chamrajpet Charles, a raging Anglo Indian – for Radio One to raise the cool quotient of the channel. Since its inception, more than 35 spots involving the Charles character have run successfully. Charles has become a local hero in Bangalore with women listeners even requesting songs for him on Radio One.

Another innovative step that Happy took was for its client ICI Dulux and Splash Paint Store. Iyer explained, “We were called to create a retail design for a paint shop where people could come and choose colours, view simulations of their home, at leisure. So we put on our retail caps and said it’s got to be colourful and relaxing. We wanted to somehow hit upon the excitement of a child with a bucket of paint in a white room. We branded the store flash and completed the design from start to finish in six weeks, along with technical diagrams.”

Happy also provides services in concept development and consulting, advertising, identity, retail and packaging design, illustration hub and viral/guerilla projects. As Das puts it, “We believe every business needs ideas and we are there to deliver that. We work on anything that involves an idea, its design and its production. The media doesn’t matter, but the quality of the project does.”

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