Milton launches its new Leak Lock Steel Tiffin ad as part of its ongoing ‘Kuch Naya Sochte Hain’ campaign. While leak-proof plastic tiffins have been in the market for a while, Milton ups the standard of innovation by implementing leak proof technology in the quintessential steel tiffin.
This time around, Milton’s brand ideology of innovation was demonstrated in the execution of the campaign. Conceptualized by Ogilvy Mumbai, the film depicts the daily routine journey of the tiffin from home to office, through regular city life and this entire journey was filmed on an iPhone. This is India’s first TV commercial shot on an iPhone.
Milton’s audience has always been the intuitive Indian woman who anticipates her family’s unspoken needs and goes about solving them. Through simple yet thoughtful innovations the brand helps her effortlessly care for her family. In this case, the Leak Lock Steel Tiffin ensures that no two dishes get mixed inside the tiffin.
Ajay Vaghani, Managing Director, Hamilton Housewares, says, “As leaders in the consumer housewares segment, we constantly strive to provide innovations to solve day-to-day problems faced by our customers. To solve the issue of food leaking out of tiffins, we designed a range of tiffins with leak-proof lids to ensure that you can carry your tiffin everywhere without worrying about anything spilling out. This is a predicament faced and ignored by many, but we provide novel, efficient solutions for the same.”
Kunal Jeswani, CEO, Ogilvy India, says, “It is always challenging to do a great product demo. What I love about this piece of communication is that it focuses on the core product benefit throughout and yet takes the viewer on a journey that is both engaging and entertaining. It’s clearly one of my favourite pieces of work in recent times.”
Anurag Agnihotri, Executive Creative Director, Ogilvy Mumbai, says, “Milton's tag line, 'Kuch Naya Sochte Hain' comes alive because of both the product innovation, which is very relevant, as also in the thinking of the TVC along with its development and creative execution. It's a classic example of a great product leading to a great commercial.”
The campaign is currently running across all channels.
Executive Creative Director: Anurag Agnihotri
Creative Team: Saurabh Kulkarni, Saurabh Dikshit, Shahrukh Irani
Account Management: Shivali Nair, Puneet Dewli, Pratibha Chhabra, Pranav Shetty
Production House: Little Lamb Films
Director: Bauddhayan Mukherji
Producer: Kedhhar Barrve