To introduce into the market a new brand of high-end crockery Treo, a brand of Milton.
There was a need to stand out in the existing clutter of glassware brands.
In most households glassware/crockery usage is restricted to special occasions only.
The idea was that everyone likes ‘Khaatirdaari’ or hospitality.
Daily usage of crockery was proposed in the communication to make family feel as special as guests.
Treo went out-of-stock for 2 months after the communication was released.