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Roman emperor Hrithik woos consumers in Parle Milano campaign

Conceptualized by Thoughtshop, the campaign targets the premium segment; watch the TVC here.

Neha Saraiya | Delhi | July 29, 2011

Those of you have had not caught hold of enough of Hritik’s glimpse in Zindagi Na Milegi Dobara, then here’s your second chance. As the hearthrob comes home, on your small screen as a Roman Emperor, in the Parle Milano latest TVC.

Propagating further, its tagline of ‘There is a secret behind every Milano’, the TVC has been created by Thoughtshop films. Milano is an extension to the popular ‘Hide & Seek’ family of the brand that caters to the premium segment in the biscuit & snacks segment of the country.

Thus the challenge for the creative agency was not only to establish Milano as the crème la crème biscuit among its ilk but also leave the consumers rich with the feeling of indulgence.

[youtube]http://www.youtube.com/watch?v=SGYZpEQL5Qg[/youtube]

Shot partly in the picturesque mountains of Gran Sasso, in the Abruzzo region of central Italy and Mehboob studios in Mumbai, the commercial scripts on the battleground, where Hritik is out to battle against a convoy of enemies. But charmed by the beauty of queen, he decides to cease the battle and conquer it with the magic of the Milano. In the end, the TVC ends with a VO, “who says you need to fight, to win a war”.

The campaign aims to communicate that the delicacy of a cookie can create wonders even in an unimaginable place like battlefield.

Directed by Indrajit Nattoji of Blink Pictures, the post production of the commercial has been accomplished in MFX Malaysia and at Famous Studios, Mumbai.

Credits:

Agency: Thought Shop

Writer & Creative Director: Vipin Dhyani

Servicing: Cyrus Maneckji, Business Manager

Film Director: Indrajit Nattoji

Production House: Blink Picture, Mumbai.

Neha@BestMediaInfo.com

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