Milano Mini targets 'always on the move' youth

Parle Products has rolled out an ad film for its new cookie under the Milano label. The film has been conceptualised by Everest Brand Solutions.

The film, shot in stop motion format, follows a young man who is always on the move. We see the youth interacting with his friends and his lover, while the Milano minis are always with him and part of every moment of this young hectic life.

The film ends with a shot of the product and a voice over that says, “Milano Mini’s. On the go cookies.”

Shalin Desai, deputy marketing manager, Parle Products, said, “The best way to strike a chord with the youth is to be a part of their lives. Hence, the concept – ‘A day in the life of the consumer (the young and the happening)’. The TVC showcases how Milano Minis fits beautifully in the lives of youngsters.”

Samir Chonkar, executive creative director, Everest Brand Solutions, added, “We wanted something which was new to the category. The unique treatment of stop-motion fits the bill.  Angela Kohler and Ithyle Griffiths have done a fabulous job yet again. The entire TVC was shot in front of a green screen and the world of a college student was brought alive via detailed illustrations.”

Credits:
Client: Parle
Creative agency: Everest Brand Solutions