Unilever says Mothers deserve more time outside the kitchen

For its dishwasher brand E-LAN, Unilever has launched an integrated marketing campaign in Myanmar. 

The campaign is conceptualised by the Myanmar team of GRIP DIGI.

In Myanmar, and probably in most other places in the world, it is the mother’s role to manage the kitchen in the family. And that makes them spend an inordinate amount of time there, leaving less opportunity for her to enjoy time with family and pursue other hobbies. While cooking may still be enjoyable for some, cleaning up the vessels is not an activity that anyone enjoys. But there is no escape from that either. 

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“We wanted to position E-LAN as a solution to reduce her dishwashing time. Not only does the product remove stains in the best possible way, but it also does it super-fast. The idea was to bring this property to the fore and in a set-up which is relevant to every Myanmar family. We portrayed the son to deliver the benefit to the mother to make it look simple and modern”. Says Sheetal Pritmani, Director and CEO of GRIP DIGI.

Credits

Client: Unilever 

Product: E-LAN Dishwashing Liquid 

Campaign: “Mothers deserve more time outside the kitchen”

Agency: GRIP DIGI CO., LTD

Business Team: Khin Mar Win (Winny) & team

Creative Team: Aung Kyaw Soe, Rajdeep G, Yin Aye Nyein San (Gucci) & team

Production : Dream Walkerz Team

Director: Aung Myat