Amul Mithai Mate plays key role in global dessert fantasy

Mithai Mate, Amul’s sweetened condensed milk brand, has come up with a new campaign. Set to a lively soundtrack, the film shows the role Mithai Mate plays in enhancing Indian and international desserts like French crepes, Hyderabadi shahi tukda, Punjabi gajar halwa, Swiss fondue, New York blueberry cheese cake, Brazilian chilli chocolate cake and Belgian waffles. The film ends with a male voice over saying, "It’s a sweet world; make it sweeter with Amul Mithai Mate” and text inviting the audience to Amul’s website to view recipes from across the world.“The TVC brings alive the versatility of Amul Mithai Mate by showcasing desserts, from the world over, that can be made with it. It opens up the viewer’s mind to the endless possibilities that exist with the brand with the option of accessing these recipes at the Amul website. From the all-time favourite gajar halwa to the Brazilian chili chocolate cake, Amul Mithai Mate can truly bring the world to your dessert plate,” said Haresh Moorjani, group creative director, Draftfcb-Ulka.

“This TVC is testimony to our sweet relationship with Amul. I am extremely glad and excited that we are focusing on the condensed milk category as there is a huge potential thanks to our superior product and the power of the Amul brand,” highlighted Nitin Karkare, COO, Draftfcb-Ulka.

“The TVC has a ‘global’ feel and explores delightful opportunities using Amul Mithai Mate. It is sure to attract eyeballs," said RS Sodhi, managing director, GCMMF (Amul).

The Mithai Mate TVC will be aired during the English Premier League, and on general entertainment, movie and infotainment channels in English, Hindi and a few other Indian languages.

The campaign will run till mid-September, across TV, radio and digital media.

Credits
Brand: Amul MithaiMate
Agency: Draftfcb-Ulka Mumbai
National creative director: KS Chakravarthy
Creative team: Subodh Poddar, Haresh Moorjani
Account management: Nitin Karkare, Ruta Patel, Pranay Merchant, Sagar Kabra, Richa Shah
National films head: Alpa Jobalia
Director: Subodh Poddar
Producer: Vikas Malhotra
DOP: Gopal Shah
Music: Merlin