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.
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