Top Story

e4m_logo.png

Home >> Advertising >> Article

Ogilvy Mumbai creates India’s first TVC shot on an iPhone for Milton

22-April-2017
Font Size   16
Ogilvy Mumbai creates India’s first TVC shot on an iPhone for Milton

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.

 

CREDITS:

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

Tags Ogilvy Mumbai Milton TVC tiffin Kuch Naya Sochte Hain iPhone

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular