In
Myanmar, and probably in most other places in the world, it is the
mother’s role to manage the kitchen in the family. And that makes them
spend an inordinate amount of time there, leaving less opportunity for
her to enjoy time with family and pursue other hobbies. While cooking
may still be enjoyable for some, cleaning up the vessels is not an
activity that anyone enjoys. But there is no escape from that either.
“We wanted to position E-LAN as a solution to reduce her dishwashing time. Not only does the product remove stains in the best possible way, but it also does it super-fast. The idea was to bring this property to the fore and in a set-up which is relevant to every Myanmar family. We portrayed the son to deliver the benefit to the mother to make it look simple and modern”. Says Sheetal Pritmani, Director and CEO of GRIP DIGI.
Credits
Client: Unilever
Product: E-LAN Dishwashing Liquid
Campaign: “Mothers deserve more time outside the kitchen”
Agency: GRIP DIGI CO., LTD
Business Team: Khin Mar Win (Winny) & team
Creative Team: Aung Kyaw Soe, Rajdeep G, Yin Aye Nyein San (Gucci) & team
Production : Dream Walkerz Team
Director: Aung Myat
