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Brand Milkmaid celebrates 100 years with ‘Creations’

Publicis has created three TVCs to establish the new range quickly in the market and strengthen the legacy of a 100-year-old brand

Ananya Saha | Delhi | March 19, 2012

Nestlé Milkmaid, sweetened condensed milk, was introduced in the country in 1912. Amongst the first Nestlé brands to be available in India, Milkmaid is celebrating its 100th year in the sweetest way possible: it has recently introduced Milkmaid Creations – powered dessert mixes – across 54 cities. Milkmaid Creations has been positioned as a contemporary extension of the brand in a direction that caters to the needs of the convenience-seeking consumers of today.

Three TVCs to launch the new sub-brand, conceptualised by Publicis India, are currently on-air. Kumaran Nowuram, General Manager (Dairy), Nestlé India, said, “We will use print, television, digital and social media as well as below the line activities to engage with consumers. The advertising started with print on February 27 and other media rolled out to a well thought out plan.”

The brand, with the tagline ‘Toh aaj kya maanaayien’ (what should we celebrate today), is also active on social media to drive home its presence. Without disclosing the media and ad spends, Nowuran informed that the budget for establishing the Milkmaid Creations range is quite robust.

He said, “When Nestlé India set up its first manufacturing operations in India, Milkmaid condensed milk was amongst the first products to roll off the production line. Milkmaid has grown with the families and with its rich heritage and understanding it has consistently helped thousands of housewives across the country to create delicious desserts.”

“Milkmaid Creations brings some of India’s favourite desserts to the kitchen in simple three-step recipes that require only 10-15 minutes to make. They are specially developed in close collaboration with expert chefs, on the insight that contemporary families are so rushed that they cannot prepare elaborate desserts but certainly long for the quality and taste of those traditional delicacies,” Nowuram explained.

Priced at Rs 95-145, the range currently includes five recipes – Eggless Cake, Pista Kulfi, Besan Laddoo, Badam Kheer and Rice Kheer.

The brand extension is also being seen as a brand revival strategy. Nowuram, however, disagrees. “Milkmaid continues to be amongst the fast moving and successful brands and it doesn’t require reviving. However, I do not mind if some people see it as a revival, because that is also a promise of more growth,” he asserted.

Milkmaid Creations is currently being distributed in the Metros, Tier I and Tier II cities and is available in major retail and modern trade stores.

Learning from consumer insights and innovating to delight the consumer, “Nestlé will continue to provide high quality and relevant concepts to delight consumers, providing ‘Good Food, Good Life’,” Nowuram concluded.

Watch the TVCs here:




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