Milton has rolled out a film to promote its microwave-safe insulated steel casserole, MicroWow. The film has been conceptualised by Ogilvy.
The film features a young woman and her mother, who is waiting for her to have dinner. As the girl walks in, the two converse, albeit silently, reading each other's mind. The mother thinks of how her daughter will click pictures of her food and post it on social media with hashtags for her friends to see. The daughter does exactly that. After she's done with the posts, as the daughter begins to eat, she notices that the food is cold. The mother signals to her to warm the food, which is in a casserole. The daughter signals to ask whether the casserole is microwave proof. The film ends with the duo taking a selfie with the food in the casseroles and addressing the product as the 'hot update' for social media.
Ajay Vaghani, managing director, Hamilton Housewares, said, "At Milton, keeping our consumers’ needs at the forefront, we are always looking at improving our products to ease their lives. The problem we identified was that the containers used for reheating food in a microwave and then serving are different. Through extensive R&D we have developed this revolutionary product which allows food to be heated and served piping hot in the same container."
Kunal Jeswani, CEO, Ogilvy Advertising, said, "This time we have captured a delightful moment in a mother-daughter relationship, where a tech savvy teenage daughter looks at her mum in awe. This is a pathbreaking product and the daughter feels the same sense of wonder as we did when we first heard about it."
Anurag Agnihotri, ECD, Ogilvy Advertising, Mumbai, added, "With the MicroWow casserole the intuitive Indian homemaker has yet another fantastic innovation to help her stay a step ahead of her family's needs. The story here brings this out in a sweet and endearing manner while keeping the 'wow-ness' of the product in the focus."
The campaign went on air on 1 October.
CEO: Kunal Jeswani
Executive creative director: Anurag Agnihotri
Senior creative directors: Saurabh Dikshit, Shahrukh Irani
Creative director: Saurabh Kulkarni
Creative controller: Pankaj Nihalani
Account management: Shivali Nair, Puneet Dewli, Pratibha Chhabra, Pranav Shetty
Production house: Little Lamb Films
Director: Bauddhayan Mukherji
Producer: Kedhhar Barrve