Milkbasket, a morning quick commerce platform has launched a campaign to highlight its offerings which involves taking orders even at 12 AM and delivering by 7 AM. Conceptualised by BBDO India, the films use relatable instances to show how a quick order can save the day.
The first film features a couple at a house party. A waiter comes to get him his alcohol and asks if he’s like a 30, or a 60. As the night progresses and he keeps drinking, his wife keeps adding essential items from Milkbasket that she knows would be necessary to treat his hangover the next day. The next morning, the wife jokes and asks the hungover husband if he’d like a 30 or a 60 of Eno.
The other film sees a lady checking her weight. When she finds herself gaining, she removes all the sweet items in her cart and keeps just one. The film also aims to tell users that Milbasket would deliver, even if it were just one item.
Yatish, co-founder, Milkbasket, said, “Milkbasket, as a brand, represents reliability and convenience. We always strive to live up to our promise of an assured delivery of daily essentials by 7 AM every morning, come what may. Our customers often talk about their experiences of how Milkbasket has eased out their life in running their home. That’s why we wanted to develop a fresh new campaign that honours how our customers feel about us and how much we care about them and their daily lives. I wanted a refreshing take on our everyday life scenarios, something that is crisp, short, witty, and memorable. I am glad about the work put in by our brand team and BBDO on this campaign. I believe this campaign would leave behind millions of smiles.”
Nikhil Mahajan, chief growth officer and GM, BBDO India, said, “Milkbasket has a very unique offering, solving a problem that probably every household faces. That, combined with our age-old tradition of having essentials bought or delivered early in the morning makes for a great positioning platform that’s high on both relevance, and relatability. As we scale up the service across multiple cities, the task of hyper localising the brand and finding cultural roots in everyday behaviour of our TG is the key opportunity and objective that we are going after. We are working very closely with the team at Milkbasket to create a national power brand that is truly regional in its behaviour. It’s been a super exciting journey and I’m looking forward to the results this campaign brings to the business.”
Krishna Mani, CCO, BBDO, Delhi, added, “This insight of making mornings good came from the personal experiences of the team working on the brand. Everyone in the team is a frequent user of the Milkbasket app and they swear by it. The feeling of waking-up and finding your Milkbasket packet at your door, with everything that is needed for the day, just makes the mornings super good. Good morning should really be said because it's a good morning."