By A Correspondent

Milton is back with its ‘Kuch Naya Sochte Hain’ campaign, showcasing a first of its kind casserole called the MicroWow casserole. With MicroWow, a microwave-safe insulated steel casserole, Milton ups the standard of innovation in the daily household category.

Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd. 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.”

Said Kunal Jeswani – CEO, Ogilvy India: “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.”

Added Anurag Agnihotri – Executive Creative Director, Ogilvy Advertising, Mumbai: “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 was released on October 1, 2016 across all channels.