Milton has launched a couple of TVCs, to showcase its smart tiffin and thermosteel flask as the brand completes 50 years. Conceptualised by Ogilvy, the films aim to highlight how the Milton Smart Tiffin keeps food fresh and hot, simply with a voice command. It also features its flask, which keeps drinks hot and cold, depending upon one's choice.
The first film begins with a woman busy in a meeting, since work delays her lunch time. She tells the viewers that if food can get cold as people speak, it should also get heated as they speak. She then speaks into her phone and says ‘heat my Milton’. The smart tiffin starts to heat the food, and the woman is seen enjoying her piping hot meal, while her colleague sadly walks past her with a cold sandwich.
The second film showcases a couple sitting in a snowy region. While the man is pouring a hot cup of coffee, she looks elsewhere and tells him that she wishes to have cold coffee. The man then says that although he can't trust his partner's moods, he can trust the Milton Thermosteel flask to keep drinks hot, as well as cold.
Ajay Vaghani, managing director, Hamilton Housewares, said, “Over the past 50 years, Milton has been an integral part of consumers’ lives and households. We keep our consumers at the heart of everything we do, thereby creating campaigns that illustrate unconventional, yet relatable special moments. The TVCs aim to show how Milton provides consumers with convenient daily solutions
by blending design with technology.”
The campaign will run across TV and the brand's social media channels.