Mumbai: Milton is back with its ‘KuchNayaSochteHain’ campaign, showcasing a first of its kind casserole called the MicroWow casserole.
With MicroWow, the world’s first microwave-safe insulated steel casserole, Milton ups the standard of innovation in the daily household category; thereby living up to the brand’s ideology of thoughtful innovation.
Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd.: 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 R&D we have developed this revolutionary product which allows food to be heated and served piping hot in the same container.
Milton’s audience has always been the Intuitive Indian Woman who anticipates her family’s unspoken needs and goes about solving them. The MicroWow casserole enables her to directly microwave food in the casserole. All she has to do is heat it for 4 minutes and it will stay hot for another 4 hours.
The film, conceptualized by Ogilvy Advertising Mumbai, promotes the casserole as a hot update.
KunalJeswani -CEO, Ogilvy Advertising India: This time we have captured a delightful moment in a mother-daughter relationship, where atech 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: 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 1st October 2016 across all channels.
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