MAM
Saatchi & Saatchi creates TVC for Pillsbury
Mumbai: Saatchi & Saatchi has created the new TV commercial for Pillsbury Atta based on an insight that good food often brings small joys to mothers in everyday lives.
The new Campaign, ‘Soft Khao, Soft Bolo’, focuses on the importance of softness of ‘rotis’.
The film opens on a frightened daughter approaching her father at the dinner table with a broken mirror from his scooter, which she had taken out for a ride without his knowledge, expecting to be reprimanded for her mistake. Her mother hints at her to speak to her father after he has taken a bite of the deliciously soft PCFA roti as she expects him to be in a better mood after eating the soft rotis.
As the daughter confesses her mistake she is in for a surprise. Her father, instead of scolding her, tells her how it is important to fall as that’s the way one learns. The daughter is completely surprised and at the same time relieved.
The film ends with how Pillsbury makes soft rotis that help gladden hearts and helps mom win their small joys in life.
Says Saatchi & Saatchi NCD Ramanuj Shastry, “The idea of softness is not just product speak but a cultural reality. The mother is not just the nurturer but also the controller of the family dynamics. It is her soft approach that helps build and nurture stronger family bonds. Taking this thought ahead, we dramatised the situation.”
Brands
LTM secures $100M deal to power european MedTech’s hearing innovations
Seven-year partnership blends tech, apps, and regulatory smarts for sound solutions
MUMBAI: LTM, the business creativity partner to global enterprises, has landed a blockbuster $100 million deal with a leading European MedTech firm specialising in cutting-edge hearing solutions.
Over the next seven years, LTM will bring its innovation engine, iNXT, into play. This cross-industry platform helps companies navigate the merging worlds of physical and digital, and for the MedTech client, it promises a seamless tech makeover.
LTM’s role will cover the MedTech’s main hearing instrument brands and private labels, including wearable devices, the fitting application used by hearing care professionals, and the mobile app that lets users control their devices. Beyond development, LTM will guide the firm through complex compliance and regulatory frameworks, ensuring every beep, buzz, and click meets strict European standards.
With this deal, LTM is not just tuning into the MedTech sector, t’s setting the volume on innovation and tech-savvy support for the years ahead.
