Military Milton

To say that our war heros enjoy tea during a recess is something. And to say that they enjoy a hot cup of tea from a flask while on guard is something else—taking it a little too far.

Most of us know the difficulties they face at the border. Reaching supplies to the borders itself is a task sometimes. If anything, one needs to educate the public about the hardships faced by our warriors. The ad instead shows a man guarding a watchpost pouring tea out of a Milton flask and enjoying it. And to add to all this, he remembers his wife and drools over his tea! This is gross misrepresentation of reality. I am positive this ad will infuriate any military man!

This ad I guess is part of a campaign by O&M, Mumbai for Hamilton Housewares, the company that owns the Milton brand. The ad for Milton Electron Tiffin, probably the first ad in the campaign, shows army men posted in sub-zero conditions. One of them gets a tiffin box from home and he calls his friends and shares the hot home-made food with them. All this happens in the barracks, which is comepletely understandable and truly touches your heart. Most agencies fail at extending a good ad into a campaign and that is exactly what has happened here. 

King Khan’s Ye(L)pme

Who is to be blamed for a wrong association? There were days when celebrities were roped in for endorsing brands based on the values that were associated with him/her. If Kapil Dev endorsed Boost, it was because of the values associated with him, a sports star—endurance, strength, popularity, winning, likability, etc. And one likes to believe that such a deep thought process is involved even today. And, the common man is expected to think that the celebrity uses the product. For example, when Katrina Kaif endorses Lux, people believe that she uses it herself. Otherwise no one would believe what she says about the brand, right?

Now see this..

A grand tripartite crime invloving the agency, the client and Shah Rukh Khan has, in my opinion, been committed when he was roped in to be YEPME’s brand ambassador. The world knows how rich the man is. The world knows his fashion interests. And the world also knows he does not wear YEPME!! Come on, whom are you kidding??!!

YEPME is by no means a fashion brand. A quick look at their website will tell you that most of their products are priced around 600. Indian Rupees, not American Dollars. So what were the three of them thinking?! This is as good as saying Amitabh Bachchan rides on a Scooty Pep! 

Originally posted in http://www.greatlakes.edu.in/blog/