Milton’s new ad campaign expresses the colours of millennial love
Milton, a trusted name in the houseware industry known for its innovative and functional range of products, has released a new TVC for its Thermosteel range of water bottles. The film brings to life the colourful range of Thermosteel bottles which is sure to catapult it as the hottest ‘must have’ product for millennials. The TVC aims to strike a chord with the youth. The brand showcases how their wide range of bottle colours reflects the dynamic personalities of today’s youngsters, perfectly carrying forward the brand’s message, ‘Kuch Naya Sochte Hain’.
With product innovation at its core, Milton continues to understand and address the day-to-day needs of the constantly evolving customers. The TVC showcases the ability of today’s youth to make connections through engaging unspoken moments; it captures how a millennial conversation takes place today; it is not always through words, but through unique, quirky and colourful ways that they express themselves and their feelings.
Conceptualized by Ogilvy, the film embodies millennial love as it follows a young couple’s journey in search of that perfect connection. The film begins with a boy finding his seat on his daily morning metro commute. He takes out a blue Milton Thermosteel bottle to have a sip of water when he locks eyes with a girl sitting across him. She takes out a Thermosteel bottle as well, but hers is pink in colour. In a bid to impress the girl, the boy goes home to purchase a pink bottle. The next day, as he sips from his pink Milton Thermosteel Bottle, the girl pulls out a steel Thermosteel bottle. The boy runs through a few more colours in the days to come, never managing to match with the girl. One fine day, almost sure the girl won’t have the same colour, the boy takes out his original blue bottle to sip from. This time, the girl pulls out a blue bottle as well. The boy and girl, both smile as they make a connection and gesture to each other in unison. Milton’s colourful range of Thermosteel bottles helps the couple capture each other’s attention, paving the way for a beautiful connection. The film ends with the young couple finally sitting beside each other, capturing the dawn of a beautiful relationship, brought together by the enchanting and inescapable charm of colour.
Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd, says, “In a way, our choices of colours reflect an aspect of our lives; almost like an extension of our personality. And the youth today visibly seems to resonate with this. They love integrating colours into their lives as a means of echoing the mood or a statement that they choose to make in that moment. It was exciting for Milton to build on this observation. We have a recognized legacy with Thermosteel bottles and with a wide range of colours in this category, we decided to cater to a vibrant young audience.
The TVC, in an endearing way, interweaves the drama of colours and emotions through the bottles via a playful narrative. We want the youth of today to continue exploring and expressing their vivacious personalities with Milton by their side.
Over the years, Milton has seamlessly been able to blend innovation and design while commanding immense brand credibility across segments and all age brackets and we hope to continue to carry this forward in the years to come.”
Speaking on the new TVC, Anurag Agnihotri, ECD, Ogilvy, says, Bottles and flasks are no longer just a utilitarian product. They have become an accessory for the youth, a means for them to express themselves. They’ve become synonymous to tattoos or jewellery. They are what sets one apart from the crowd. And when Milton introduced a range of colourful flasks, it was the perfect opportunity for us to talk to this youth not through words, but through colours.
Vinil Mathew–Director, Breathless Films, says, Metro: In today’s age of fast love, to tell a simple classic love story with unspoken moments and furtive glances, entered around the range of Milton Flasks was an enticing challenge. The product had to be integrated seamlessly into the narrative without disrupting the charm and the emotions.
Milton’s Thermosteel range comes in attractive colours and designs. The range includes bottles Prudent, Rhythm, Spiral, Bliss, Duo and Atlantis.
The campaign will run on national TV channels. In addition, the TVC will also be promoted on Milton’s YouTube, Facebook and Instagram pages.