|Title||MILTON - KAHAAN KA PIYA|
|Brand||HAMILTON INDIA PVT LTD|
|Product / Service||MILTON THERMOSTEEL|
|Entrant||GOOD MORNING Mumbai, INDIA|
|Idea Creation||OGILVY MUMBAI, INDIA|
|Production||GOOD MORNING Mumbai, INDIA|
|Anurag Agnihotri||Ogilvy, Bombay||Executive Creative Director|
A young girl backpacks through the length of India, drinking in the feel and experience of every place she visits, with her Milton Thermosteel flask her constant companion. In the song running through the film, the singer asks her and the viewers in Hindi, 'Kahaan ka piya?', or, 'Where all have travelled?'. The line literally translates to 'How many places have you tasted the water of?' Tapping the most influential fad amongst the youth today - their pursuit for travel escapades was an area, was the objective. The target audience being 18 to 30 years. We wanted to appeal to the them & make a commercial that was more relevant to the youth, which was a challenge.
Milton Thermosteel flasks is a legacy brand that has been around for decades. But the current generation of youth have no brand love for it. The brief was to make Milton Thermosteel flasks an must-have accessory for the youth much like, say, bags or shoes.
With the line 'Kahaan ka piya?', 'Where all have travelled?'. The line literally translates to 'How many places have you tasted the water of?' Tapping on this thought the director has portrayed a traveler's journey across the country, capturing the beauty of travel. The film has captured parts in India with diverse weather conditions, from the hot and dry climate in a beautiful sandy desert, to the cold and minus degree temperatures of magnificent snow covered terrains.