Milton allows food to be air-tight, and kids to be kids

House-ware brand Milton, has rolled out a campaign to highlight its leak lock lunch boxes from its back-to-school range. 

Conceptualised by Ogilvy, the film aims to strike a chord with parents who are stressed about their children's luch box leaks. The film features a mother packing her son’s lunch box, while the son plays around her. The mother shares that with Milton’s leak lock proof, even her son's playful acts don't cause a spill over. The film encourages parents to let their kids be carefree, even as they play around with their tiffins. 

Ajay Vaghani, managing director, Hamilton Housewares, said, “Over these 50 years, much has changed, but our philosophy ‘Kuch Naya Sochte Hain’ (let's think something new) continues to guide us while solving our consumers’ everyday problems. Innovation and technology, pioneering breakthroughs and intuitiveness about consumers’ unsaid needs are what helps us develop products to make their lives easier. The TVC, in an endearing way, conveys Milton’s product offerings through the easing of a parent’s daily worries about her child.”

Saurabh Kulkarni, group creative director, Ogilvy, said, “Kids will be kids. So, mothers always find solutions to suit their behaviour and lifestyle. And that’s also what Milton does best. Keenly observes human behaviour and designs for and around it. Perhaps that’s why they are relevant even after 50 years.”