The USP revolves around highlighting the innovative TRIPAK packaging technology that preserves freshness, nutrition and shelf life without using preservatives.
Mr. Srikumar Misra, Founder and Managing Director, Milk Mantra Dairy Pvt Ltd, said, “The No More Boiling message has been carved out through interesting, relatable situations. Early feedback suggests that children love our Milky Moo cow and mothers are assured of the Truly Pure quality of our milk and milk products. People are always resistant to change even when change is good for them and their families – and milk being an integral part of our lives it is important for us to communicate that Milky Moo is the purest quality milk that is packed using the latest technology so that consumers will be aware, try the pruductand appreciate the standard we maintain.”
A boutique creative agency from Mumbai, Merry Men, was selected from among other media agencies to create and execute the Milky Moo Ad based on their contemporary and humorous story board that was in sync with the challenger brand approach adopted by the Milky Moo team.
The single minded proposition of ‘No More Boiling’ was brought to life by using a clever play on words. The films draw a parallel between people boiling or getting angry unnecessarily and the process of boiling milk. To draw an instant connect with the audience the characters in the films are stereotypes associated with boiling, an angry mother-in-law and the lookalike of a famous English news anchor who is always boiling.
Kartik Mani, Creative Head at Merry Men says, “The Milky Moo TVC quite simply and beautifully brings to life the key message of “No More Boiling” using situations and characters that most people will relate to - add to this mix a delightfully hummable tune and the adorable Milky Moo mascot and we have the perfect recipe for a milk TVC that stands out from others. The 3D animation and other visual FX in the film are not just in keeping with the brand’s high quality but also reflects the high standard prevalent in the ad industry in India.”
"Great to see that though the ad is in Odia, the message seems to be comprehensible by most people - language is no bar if the message is truly pure. We are hoping that the two versions of the ad will put a smile on everyone's face and get them to stop boiling!" says Srikumar.