Tuesday, November 01, 2016

Milton : Kuch Naya Sochte Hain ( Let's Think of Something New)

Brand : Milton
Company : Hamilton Housewares


Brand Analysis Count : # 568


Milton is one of the leading brands in the Indian home-ware market which includes products like casserole, flasks etc. Milton was launched in 1972 was a humble producer of small plastic items like tumblers. 
Milton's name was earlier synonymous with flasks. Milton and Eagle flasks were the two famous brands during eighties. Later came the casserole craze. Milton was able to capitalize on the popularity of  casseroles. Indian households lapped up the casserole and after functions like marriage and housewarming, homes were flooded with casserole gifts. 
Milton also had the ingredient brand Tuf Puf which was the name the brand gave to polyurethane foam. Tuf Puf became very powerful differentiator for Milton.

Over a period of time , the home-ware market has become a commodity. The products became the same with virtually no credible differentiation. 
In such a market, Milton has devised a two pronged strategy to standout. 
Innovation and Branding. 

The brand Milton already had a very good equity in the market. The company wanted to cement the equity by positioning Milton as a innovation driven brand that is sensitive to the consumer needs. Milton clearly identified the target consumer as an intuitive lady of the house. The brand wants to make life easier for the consumer through innovative products. 

In 2015, the brand initiated its first brand campaign " Kuch Naya Sochte Hain" translated to " Let's think of something new". The brand through the campaign tried to project its innovative products while stressing on the quality. 
One of the innovative product which served as an anchor for the campaign was the World's first microwave safe insulated steel casserole . Watch the ad here  called MicroWow. 
Along with this product, the brand also ran few more campaign TVC highlighting the new products. ( Glasslid casserole). 

Milton is a brand which stood the test of time and has been very proactive in moving to using innovation as a differentiator.