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Milano Minis: On-the-go cookies for the on-the-go generation

Everest Brand Solutions has conceptualised a new campaign to showcase how Milano Minis fits beautifully in the lives of youngsters

BestMediaInfo Bureau | Mumbai | January 16, 2014

Milano Minis TVC Click on the image to watch the TVC.

Parle Products has launched a new product under its Milano brand called Milano Minis, to target the youth who live their life on-the-go. On this occasion, Everest Brand Solutions has conceptualised a campaign to showcase how Milano Minis blend into the lives of the youngsters.

Dhunji S. Wadia Dhunji S. Wadia

Dhunji Wadia, President, Rediffusion Y&R and Everest Brand Solutions, said, “Milano Minis is an exciting extension to the Milano franchise, specifically targeting today’s youth. The one-of-its-kind ‘bite sized’ cookie format and a convenient on-the-go pack are the first in the category. The unique product attributes of Milano Minis and its role in the life of the youth are beautifully captured in the TVC.”

The 20-second TVC starts with a young guy opening a box of Milano Minis and from then on his life gets interesting and fun. The TVC depicts an exciting day in his life as a peppy song ‘Life is running; take me to my friends...’ plays in the background. The TVC ends on a happy note, when the guy meets his lady love. A voice-over in the end says, ‘Milano Minis- on-the-go cookies’.

Samir Chonkar Samir Chonkar

“We wanted something which was new to the category. The unique treatment of stop-motion fit the bill. Angela Kohler and Ithyle Griffiths have done a fabulous job yet again. The entire TVC was shot in front of a green screen and the world of a college student was brought alive via detailed illustrations,” said Samir Chonkar, Executive Creative Director, Everest Brand Solutions.

“The best way to strike a chord with the youth is to be a part of their lives. Therefore, the concept- ‘a day in the life of the consumer’ (who is both young and happening) comes in. The TVC showcases how Milano Minis fits beautifully in the lives of youngsters,” remarked Shalin Desai, Deputy Marketing Manager, Parle Products.

Parle Milano Minis comes in a vibrant easy-to-preserve container that ensures long-lasting freshness. The cookies are available across India in 100gm packs and have been priced at Rs. 50.

The TVC:

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Client: Parle Products

Creative Agency: Everest Brand Solutions

Client Team: Pravin Kulkarnii, Shalin Desai, Kaizeen Writer

Creative Agency: Everest Brand Solutions

Creative Team: Rahul Jauhari (NCD), Samir Chonkar (ECD), Rachit Narang (Copywriter)

Account Management: Umesh Barve, Jay Thaker

Film Director: Angela Kohler and Ithyle Griffiths

Production House: Pumpkin Media

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