Milton has released a TVC for its 'Leak Lock Steel Tiffin'. The film has been shot on an iPhone and has been conceptualised by Ogilvy & Mather.
It depicts the daily journey of a tiffin as it's packed and sent from a home to an office. On the street, it faces and withstands a ball hitting it, a crowded local train, rain and a bus journey, among other hindrances. Despite that the contents inside the lunch box do not spill out. The film ends with the tiffin being delivered to the office as a man opens it to enjoy his food, which hasn't leaked out.
Ajay Vaghani, managing director, Hamilton Housewares, said, “As leaders in the consumer houseware segment, we constantly strive to provide innovations to solve day to day problems faced by our customers. To solve the issue of food leaking out of tiffins, we designed a range of tiffins with leak-proof lids to ensure that you can carry your tiffin everywhere without worrying about anything spilling out. This is a predicament faced and ignored by many, but we provide novel, efficient solutions for the same.”
Kunal Jeswani, CEO, Ogilvy & Mather, said, “It is always challenging to do a great product demo. What I love about this piece of communication is that it focuses on the core product benefit throughout and yet takes the viewer on a journey that is both engaging and entertaining.”
The campaign was rolled out on 14 April on television. It's also being promoted on social media.
