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Milton tells stories of intuitiveness & innovation in its first brand campaign

Ogilvy & Mather has conceptualised five films as part of the campaign to demonstrate one product innovation in each film

BestMediaInfo Bureau | Mumbai | February 6, 2014

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

Milton from Hamilton Housewares has come out with their first brand campaign, ‘Kuch Naya Sochte Hain’, to highlight the brand’s philosophy of solving life’s problems through thoughtful innovations. Ogilvy & Mather has conceptualised five films as part of this campaign in order to demonstrate one product innovation in each film. Two films, titled ‘Electron Tiffin’ and ‘Thermosteel Flask’, are currently on air across channels.

Both these films depict an Army man who gets his meals and tea hot and fresh, thanks to Milton’s Thermosteel flask and Electron Tiffin. The product attributes are cleverly woven into a female voiceover, which belongs to the Army man’s wife.

Navin Talreja Navin Talreja

NavinTalreja, President, Mumbai & Kolkata, O&M, commented, “The Milton communication development has been a fabulous journey of discovery and delight as we have been continuously introduced to their innovative products. Our job was easy. All we had to do was communicate these ‘Wow’ innovations and get consumers to love them as much as we did. Our campaign, therefore, focuses on these innovations and how they make a modern woman’s life easier. We developed five films demonstrating one innovation in each that lands on the brand’s key message of ‘Kuch Naya Sochte Hain’.”

Mahesh Gharat and Azazul Haque, Group Creative Directors, O&M– Mumbai, added, “The idea was to portray the intuitiveness of the woman and the innovation of the brand through sweet, relatable stories. And to crack a unique treatment that helps in storytelling and becomes a signature style for Milton. So we thought of the voice of woman preempting what happens next in the story. It sounds fresh and charming.”

Ajay Vaghani, Managing Director, Hamilton Housewares, elaborated, “It’s a campaign that brings out the unsaid from the customers point of view and reflects on what the brand’s true inspiration is. This is the DNA of the brand and the company. Milton’s audience is the intuitive Indian woman who anticipates her family’s unspoken needs and goes about solving them. The brand offers thoughtful innovations to help her effortlessly navigate the everyday chores. For example, the ‘Oil separator pickle jar’ that helps her family enjoy the pickle without the excess oil or the ‘Crisp Casserole’ that keeps the roti’s moist-free and warm for longer.”

The TVCs:




Agency: Ogilvy & Mather

National Creative Director: Rajiv Rao

President, Mumbai &Kolkata: NavinTalreja

Group Creative Directors: Azazul Haque, Mahesh Gharat

Creative Team: Sushil Chintak, Anshu Sharma, Abhay  Manachekar, Prasad Gurav, Adwait Kulkarni, Alisha Sharma, Hemal Sirsikar

Planning: KawalShoor, Aniruddha Khandekar, Dilip Garga

Account Management: Shivali Nair, Puneet Dewli, Nicole Miranda

Production House: Curious Productions

Director: Vivek Kakkad

Producer: Shahzad Bhagwagar

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