Robotic brand Milagrow is augmenting its marketing arm and launching a video campaign for 2021-22 in a bid to contribute towards a future with lesser human intervention in addressing daily chores.
The campaign will feature a series of powerful communication that will emphasise taking the brand’s all variants of robots, especially the floor-cleaning category, to various customer segments across India.
The three-part TVC campaign highlights the new way of living and to become a credible voice for freeing humans from the bondage of household chores.
During the pandemic, Milagrow saw the market exploding for its floor-cleaning robots in residential sectors and other service robots as domestic helps were not available amid Covid concerns during this period. In the first four months of the lockdown, the brand achieved its entire turnover in 2019.
In the July-September quarter, the growth rate was 723% whereas by the month of October, it was more than 2,000%. While the demand for these products was initially coming from metro cities, smaller cities too started joined purchasing robot floor cleaners after the pandemic and lockdown.
It is betting big on marketing and advertising and is set to spend 15% of its revenue on its marketing communications in 2021.
Rajeev Karwal, Chairman, Milagrow Robots, said, “Milagrow has been a pioneer in the field of Robotics since 2011 and has numerous firsts to its credit. Even as we operate in path-breaking technology such as AI, Deep learning, etc., we have always ensured that all our robots are considered humane. Our robots understand the user’s needs and do the tasks empathetically. Milagrow’s heart beats for humanity and all its robots are launched after a lot of research. The new brand identity and the new commercial convey this passion. The company will be spending at least 15% of its revenue on advertising and marketing in the coming financial year.”
Karwal said it has tied up with Catalysts’ founded by former Mullen Lintas President Syed Amjad Ali. Catalysts will act as an outsourced marketing arm of Milagrow.
Having identified these shifting consumer trends, Milagrow is now working on expanding its product portfolio and distribution network to further grow its business. The brand has leveraged insights based on consumer behaviour to create meaningful communication as part of the new marketing campaign.
“Milagrow Robots is at the heart of lifestyle transformation,” says Ali. “There is a tremendous opportunity for the brand to introduce a new way of living and to become a credible voice for freeing humans from the bondage of household chores. This is the purpose that the Milagrow Robots will stand for. It’s a dream opportunity for any marketer or a communication specialist to lead a brand and align it to its purpose,” he added.
Through this campaign, the brand has introduced a new logo featuring a shape of heart, which symbolises the belief that technology should be humane and be able to uplift humanity for better things than being stuck in menial jobs. The new brand logo also carries the tagline ‘Think Robots. Think Milagrow’, which defines its intention to become a generic name in the world of robots and is strongly associated with initiating the robotic revolution in India.
Production house: Double Barrel Communications
Director & Producer: Neelesh Phadnis