Milton has released a new TVC for its 'Thermosteel' range of water bottles.
The film that has been conceptualised by Ogilvy, showcases the colourful range of bottles through a love story that kicks off in a metro. Each day the boy looks to match the girl's Milton bottle colour but fails to. Finally, the boy looks like he has given up and enters with his original Blue bottle in hand. He doesn't take the seat next to the girl and instead sits opposite her. That's when the girl pulls out the same Blue colour bottle and moves to sit next to the boy.
Ajay Vaghani, MD, Hamilton Housewares, said, “In a way, our choices of colours reflect an aspect of our lives; almost like an extension of our personality. And the youth today visibly seems to resonate with this. They love integrating colours into their lives as a means of echoing the mood or a statement that they choose to make in that moment. It was exciting for Milton to build on this observation. We have a recognized legacy with Thermosteel bottles and with a wide range of colours in this category, we decided to cater to a vibrant young audience. The TVC, in an endearing way, interweaves the drama of colours and emotions through the bottles via a playful narrative. We want the youth of today to continue exploring and expressing their vivacious personalities with Milton by their side. Over the years, Milton has seamlessly been able to blend innovation and design while commanding immense brand credibility across segments and all age brackets and we hope to continue to carry this forward in the years to come.”
Anurag Agnihotri, ECD, Ogilvy, said, "Bottles and flasks are no longer just a utilitarian product. They have become an accessory for the youth, a means for them to express themselves. They’ve become synonymous to tattoos or jewellery. They are what sets one apart from the crowd. And when Milton introduced a range of colourful flasks, it was the perfect opportunity for us to talk to this youth not through words, but through colours."
Along with television, the film will also be running on Milton's social media pages.