Mumbai : Milton, the pioneer of innovative homewares in India has released a new television commercial for Microwow Tiffin – the world’s first microwaveable insulated tiffin with steel inner. The TVC aptly communicates the brand proposition of easing consumer lives by providing India’s office goers with intelligent tiffin solutions to make lunchtime enjoyable without hampering their daily work commitments.
Conceptualized by Ogilvy India, Milton’s new ad addresses the struggle of every working professional who is looking to balance their daily office routines and satisfying their hunger pangs.The TVC depicts an office scenario during lunch time where ‘Rozi’ representing the boss is pressurizing the employee to continue to work and meet deadlines. On the other hand, the employee is being constantly reminded by ‘Roti’, representing his wife to reheat his delicious, home-cooked food and enjoy it nice and hot.Milton’s Microwow tiffin comes to the rescue by being microwave safe with an innovative insulation technology which saves precious work time by saving the hassle of transferring your food from your regular tiffin’s to microwave safe bowls.
The ad’s jingle’ Khaana 2 min garamkaro, aur 2 ghantegaramrakho ‘accurately depicts the product proposition of Microwow tiffin as the perfect solution to today’s fast-paced lives allowing consumers to heat their food in the same tiffin in just two minutes and enjoy it hot and fresh anytime later at their convenience.
Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd., says, “The campaign highlights the underlying culture of lunch-breaks and the dilemma of every office-goer in India today. The high-standard high-pressure workplace makes one settle for cold food and rushed lunches. Small joys of having hot home-made food get compromised. Our product solves a real problem of finding the right balance between lunch breaks and work. The communication focuses on the solution by highlighting the core benefit of our tiffin while taking the viewer on a journey that is both engaging and entertaining.”
Anurag Agnihotri– Executive Creative Director, Ogilvy India, says “Milton’s microwaveable steel tiffin -Microwow solves a real problem. One can’t choose a hot lunch overwork. This innovation lets you have a piping hot lunch at any hour. The film brings this eternal conflict alive, where the boss represents work and the wife, lunch. Now one can keep both happy.’’
Kunal Jeswani – CEO, Ogilvy India, says ’’In today’s high-pressure work environment, small pleasures, like having a warm meal, often get sacrificed. A meal is best enjoyed when it is had warm, if not piping hot! The new Milton microwavable lunch box commercial is a simple product demo film that makes it easy to work when you need to and eat a hot meal whenever you have the time to.’’
Microwow Tiffin is an innovation designed to add maximum convenience on a daily basis. Its unique feature of being microwave safe helps one reheat food in no time and relish their warm meal just like how it is supposed to be enjoyed when cooked and served at home. In a country where tiffins have not changed much over the years, it is refreshing to experience a product like this which is offering the convenience and ease of having a good meal.
The TVC campaign will run from 09-10-2018 onwards on major English, Hindi, Gujarati, Tamil, Kannada, Malayalam, Telugu TV channels. In addition, the TVC will also be promoted on YouTube, Facebook and Instagram.
YouTube link:
Creative Credits:
CEO: Kunal Jeswani
Executive Creative Director: Anurag Agnihotri
Group Creative Director: Shahrukh Irani
Vice President: Account Management: Shivali Nair
Production House: Good morning Films
Director: Shashanka Chaturvedi (Bob)
Producer: Robin D’cruz
