Here’s how Milton is advertising by staying true to its core product proposition

By: |
May 2, 2017 2:46 AM

Milton uses a quirky tone to advertise its range of tiffins by staying true to its core product proposition — that of the tiffin being leak-proof.

Tiffin box, Milton, tiffin box in Mumbai, Milton stable, Milton ad campaign, milton TVCMilton uses a quirky tone to advertise its range of tiffins by staying true to its core product proposition — that of the tiffin being leak-proof.

The Ad
The film, shot on an iPhone, shows the daily life of a middle-class office-goer, but from the point of view of his Milton tiffin box. As the man — and his tiffin box — jostle their way from home to office, traversing through a hectic commute, weathering pushes and shoves, we see the tiffin box being subjected to all sorts of movement, still proving to be leak/spill-proof in the end.

Target Audience
22-40 years, all adults, SEC AB

Business Objective
To increase awareness of leak lock tiffins.

The Appeal
3 Functional 3 Emotional
7 Sensorial

Staying true to the core product, the film highlights the new leak-proof range of tiffins from the Milton stable. The playful use of popular lyrics, Baahar se koi andar na aa sake… Socho kabhi aisa ho to kya ho, from the old Bollywood film Bobby makes one nostalgic.

Competitive Edge
In the last couple of years, Milton through its Kuch Naya Sochte Hain philosophy has not only introduced innovative products but also interesting campaigns as well, the latest being the leak-lock steel tiffin. Through this, the company wants to keep innovating and solve day-to-day problems faced by people on the go. The company’s campaigns have been simple, yet effective. The TVC shows the hardship one goes through especially in big cities like Mumbai through the lens of a tiffin, only to find satisfaction in the end. The fact that the entire film has been shot on an iPhone adds a unique execution touch to the film.

Tone of Voice

For Indians, food plays an important role in expressing love for one another. So much so, that Hindi films (Lunchbox, Stanley ka Dabba) have been made around the concept. And as for the small screen, if one looks at some TVCs from not only food brands, but others too, the 30-seconders depict how food has helped them get closer or to express their feelings for others. Even in its previous campaigns under the ongoing Kuch Naya Sochte Hain philosophy, Milton has used its products to show love between a soldier and his mother; and a mother and a social media addict teenager.

The end result is a warm meal and the satisfaction that comes with it. In a fast-paced life, one is always in a hurry to reach school or office, and while doing so they compromise on many things, food being one of them. Many are used to spilt or cold food. And taking cue from that the new film emphasises on the tiffin and its dependability during trying times.

A different concept from most and shot differently, the film is worth a watch or two. The hero of the film is clearly the tiffin, as no faces of people can be seen. The off-track colour scheme of the film makes the execution stand out, as does the Bobby film track.

Rating: 7/10

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