In Myanmar, and probably in most other places in the world, it is the mother’s role to manage the kitchen in the family. And that makes them spend an inordinate amount of time there, leaving less opportunity for her to enjoy time with family and pursue other hobbies. While cooking may still be enjoyable for some, but cleaning up the vessels is not an activity that anyone enjoys. But there is no escape from that either.
“We wanted to position E-LAN as a solution to reduce her dishwashing time. Not only does the product removes stains in the best possible way, but it also does it super-fast. The idea was to bring this property to the fore and in a set-up which is relevant to every Myanmar family. We portrayed the son to deliver the benefit to the mother to make it look simple and modern”. Says Sheetal Pritmani, Director and CEO of GRIP DIGI.
Product: E-LAN Dishwashing Liquid
Campaign: “Mothers deserve more time outside the kitchen”
Agency: GRIP DIGI CO., LTD
Business Team: Khin Mar Win (Winny) & team
Creative Team: Aung KyawSoe, Yin Aye Nyein San (Gucci)& team
Production: Dream WalkerzTeam
Director: Aung Myat