Milton's MicroWow casserole has a hot new update

Conceptualised by Ogilvy Advertising, Mumbai, the #KuchNayaSochteHain campaign shows how the product keeps food hot for four hour by heating for just four minutes

BestMediaInfo Bureau | Mumbai | October 4, 2016

Click on the Image to watch the TVC.

Milton is back with its 'KuchNayaSochteHain' campaign, showcasing a first-of-its-kind casserole called MicroWow. With MicroWow, a microwave-safe insulated steel casserole, Milton ups the standard of innovation in the daily household category, living up to the brand's ideology of thoughtful innovation.

The film, conceptualised by Ogilvy Advertising Mumbai, promotes the casserole as a hot update. The campaign opens with a daughter entering the house as her mother says in the mind, “Here comes Ms Hash Tag. Now she'll say #BahutBhukLagi he (very hungry), but won't eat. She will first feed her friends. #MaaKaKhana (food cooked by mom) rather than #MaaKeHaathKaKhana (food made by mother's hands).”

While doing the hot updates, the food gets cold. The daughter glances at the mother who indicates she should warm the food in the microwave. The daughter surprisingly looks at the mother, as her voiceover continues to say, “This is Milton's MicroWow steel casserole, heat for four minutes and keep it hot for four hours.” The campaign ends with the daughter taking a selfie as the mother's voiceover says, this is a hot update. The campaign urges the consumer to think innovatively, says #KuchNayaSochteHain

Ajay Vaghani, Managing Director, Hamilton Housewares, said, “At Milton, keeping our consumers' needs at the forefront, we are always looking at improving our products to ease their lives. The problem we identified was that the containers used for reheating food in a microwave and then serving are different. Through extensive research and development we have developed this revolutionary product which allows food to be heated and served piping hot in the same container.”

Kunal Jeswani

Kunal Jeswani, CEO, Ogilvy Advertising, India, said, “This time we have captured a delightful moment in a mother-daughter relationship, where a tech-savvy teenage daughter looks at her mum in awe. This is a path-breaking product and the daughter feels the same sense of wonder as we did when we first heard about it.”

Anurag Agnihotri, Executive Creative Director, Ogilvy Advertising, Mumbai, said, “With the MicroWow casserole, the intuitive Indian homemaker has yet another fantastic innovation to help her stay a step ahead of her family's needs. The story here brings this out in a sweet and endearing manner while keeping the 'wow-ness' of the product in the focus.”

The campaign was released on October 1 across all channels.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/10/Milton.jpg

Credits:

Client: Milton

Agency: Ogilvy Advertising, Mumbai

CEO: Kunal Jeswani

Executive Creative Director: Anurag Agnihotri

Senior Creative Directors: Saurabh Dikshit, Shahrukh Irani

Creative Director: Saurabh Kulkarni

Creative Controller: Pankaj Nihalani

Account Management: Shivali Nair, Puneet Dewli, Pratibha Chhabra, Pranav Shetty

Production House: Little Lamb Films

Director: Bauddhayan Mukherji

Producer: Kedhhar Barrve

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