Milton, known for its innovative and functional range of products for housewares, has released a TVC for its latest innovation, the ‘Leak lock steel tiffin.’ This is India’s first TVC shot on an iPhone and has been launched as part of its ongoing ‘Kuch Naya Sochte Hain’ campaign.
Conceptualised by Ogilvy Mumbai and directed by Bauddhayan Mukherji from Little Lamb Films, the film depicts the daily routine journey of the tiffin from home to office, through regular city life. While leak-proof plastic tiffins have been in the market for a while, Milton raises the standard of innovation higher by implementing leak-proof technology in the steel tiffin.
Ajay Vaghani, Managing Director, Hamilton Housewares, said, “As leaders in the consumer housewares segment, we constantly strive to provide innovations to solve day-to-day problems faced by our customers. To solve the problem of food leaking out of tiffins, we designed a range of tiffins with leak-proof lids to ensure that you can carry your tiffin everywhere without worrying about anything spilling out. This is a predicament faced and ignored by many, but we provide novel, efficient solutions for the same.”
Kunal Jeswani, CEO, Ogilvy & Mather, said, “It is always challenging to do a great product demo. What I love about this piece of communication is that it focuses on the core product benefit throughout and yet takes the viewer on a journey that is both engaging and entertaining. Clearly one of my favourite pieces of work in 2017.”
Anurag Agnihotri, Executive Creative Director, Ogilvy Mumbai, said, “Milton’s tag line, Kuch Naya Sochte Hain, comes alive because of both the product innovation, which is very relevant, as also in the thinking of the TVC along with its development and creative execution. It’s a classic example of a great product leading to a great commercial.”
Milton’s audience has always been the intuitive Indian woman who anticipates her family’s unspoken needs and goes about solving them. Through simple yet thoughtful innovations, the brand helps her to care for her family effortlessly. In this case, the leak lock steel tiffin ensures that no two dishes get mixed inside the tiffin.
The campaign will run from April 14, 2017 onwards on major Hindi, English, Punjabi, Tamil, Kannada and Telegu TV channels. In addition, the TVC will also be promoted on YouTube, Facebook and Instagram.
Client: Hamilton Housewares
Agency: Ogilvy Mumbai
Executive Creative Director: Anurag Agnihotri
Creative Team: Saurabh Kulkarni, Saurabh Dikshit, Shahrukh Irani
Account Management: Shivali Nair, Puneet Dewli, Pratibha Chhabra, Pranav Shetty
Production House: Little Lamb Films
Director: Bauddhayan Mukherji
Producer: Kedhhar Barrve