Reliance Retail's Milkbasket has rolled out a campaign 'Door Bell Ki Chow Chow, No More Now', highlighting how everyday disruptions from doorbells to OTP calls ruin the most precious commodity which is time for oneself.

Conceptualised and executed by Flying Cursor Interactive, the campaign comprises four 20-seconder ad films.

The films introduce two oversised, ever-grinning bell characters who show up at the worst moments imaginable – mid-shower, mid-meeting, mid-naps. Their goal? To make sure your peace doesn’t stand a chance. Set to an earworm tune, the musical spot exaggerates everyday interruptions with slapstick energy. It’s part parody, part protest, and entirely relatable illustration of what a consumer goes through when their deliveries come through. 

What we think about it: The film was a hilariously exaggerated take on modern-day interruptions and it hits home. The crisp, 20-seconders pack enough punch to build instant recall while spotlighting the brand’s silent, stress-free delivery promise.

Shormishtha Mukherjee, chief growth officer, Flying Cursor Interactive, said, “We’ve all had online deliveries show up at exactly the wrong time. So instead of telling people why our silent delivery is better, we thought, what if we showed them how annoying the opposite is? That’s how we came up with the two bell characters. They’re the mascots of modern-day interruptions.”

Damodar Mall, chief executive officer, Reliance Retail Grocery, added, “The doorbell is the demon that disturbs the peaceful life of our customers. With Milkbasket’s 7 AM silent delivery, we offer them a choice of peace.”

Manifest caught up with Surabhi Sen, CMO, Reliance Retail Grocery, to understand the thinking behind Milkbasket’s latest creative push, the impact it wishes to make and more.

Edited excerpts:

Could you walk us through the intent behind the campaign?

Establish Milkbasket as a relevant problem solver - with its offering - everyday morning grocery delivery app.

What was the brief and creative vision you set out to achieve?

Create relevance in the competitive environment and make the Milkbasket brand stand out as a differentiated well well-crafted likeable brand.

The majority of the films are around 20 seconds long. Was that a conscious decision to align with the viewing habits and shorter attention spans of Gen Z and today’s digital-first audiences?

I believe that if the storytelling is engaging - it gets viewed... the story that was crafted required 20 seconds, also Milkbasket communication focus audience is householders - running a family and requires help with kitchen/shops groceries regularly/ home cooked food is part of the lifestyle in a significant manner.

From a brand and business standpoint, what kind of impact do you anticipate this campaign will deliver - both in terms of perception and ROI?

It's a start, we will measure mind metrics and business metrics.

What key message or takeaway would you like both new and existing consumers to walk away with after seeing this campaign?

Milkbasket is dependable yet unique - to draw an analogy - its marriage material- is underrated yet dependable.

What’s the duration of the campaign, and are there plans to phase it out or scale it further in the coming months?

Business and marketing will be scaled up.

Can you share how the marketing budget for this campaign has been distributed across channels be it digital, retail, television, or others?

We are doing focused pilots in select geographies as of now, in today's world consumers are participants in brand building and influence its choice, and we are banking on them - as our experience on customer retention loyalty and advocacy is quite high on this brand as the offering including the service levels that Milkbasket provides are unmatched in the country.