Hamilton Housewares has launched their first brand campaign for the flagship brand ‘Milton’. The ad campaign has been conceptualised by Ogilvy & Mather Mumbai. The campaign is scheduled for broadcast with effect from 1 February to March 2015.
The ad film centers around army men posted in sub zero conditions. One of them gets a tiffin from home attached to which is a note that reads, ‘akele khana’ (eat alone). He considers the note for a small while and with signals his comrades with a whistle which apparently only means one thing – home cooked food has been delivered. The signaled men rush to the protagonist as he waits for everyone to assemble. As soon as the tiffin containing gajar ka halva is opened it gets passed around between them with much delight. The protagonist clears his throat to signal that he hasn’t been given a chance to take a bite of his own tiffin. One of the men passes it back to him amongst fun banter. The last comrade to arrive requests a chance for a taste but he misses it as another one playfully gulps the last bite down. The ad film ends with a showcase of Milton Electron Tiffin.
The second ad film, staying with army men at the core, depicts a protagonist at a watchpost as he is looking through his binoculars for any activity at the distance. Narration provided by the army man’s wife describes that her husband only loves two things in this world – which don’t include her - one being his duty and another, tea. She describes this as a reason why she gifted him Milton’s Thermosteel flask. The army man can be seen pouring himself some tea, reminiscing about home and his wife. The ad film ends with a product showcase and the campaign tagline ‘kuch naya sochte hain’ (let’s think of something new).
Ajay Vaghani, managing director, Hamilton Housewares , said, “It’s a campaign that brings out the unsaid from the customers point of view and reflects on what the brands true inspiration is. This is the DNA of the brand and the company. Milton’s audience is the intuitive Indian woman who anticipates her family’s unspoken needs and goes about solving them. The brand offers thoughtful innovations to help her effortlessly navigate the everyday chores. For example, the ‘Oil separator pickle jar’ that helps her family enjoy the pickle without the excess oil or the ‘Crisp Casserole’ that keeps the roti’s moist-free and warm for longer."
NavinTalreja, president - Mumbai & Kolkata, Ogilvy & Mather Mumbai, commented, "Milton communication development has been a fabulous journey of discovery and delight as we have been continuously introduced to their innovative products.Our job was easy. All we had to do was communicate these WOW innovations and get consumers to love them as much as we did. Our campaign therefore focuses on these innovations and how they make a modern woman’s life easier. As part of the campaign we developed 5 films demonstrating one innovation each that lands on the brand’s key message of KuchNayaSochteHain."
Mahesh Gharat and Azazul Haque, group creative directors, Ogilvy & Mather Mumbai, added, "The idea was to portray the intuitiveness of the woman and the innovation of the brand through sweet, relatable stories. And to crack a unique treatment that helps in storytelling and becomes a signature style for Milton. So we thought of the voice of woman preempting what happens next in the story. It sounds fresh and charming."
Client: Hamilton Housewares - Milton
Creative agency: Ogilvy & Mather Mumbai
National creative director :Rajiv Rao
President, Mumbai & Kolkata :NavinTalreja
Group creative directors :Azazul Haque, Mahesh Gharat