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Milagrow Robots introduces the ‘better half’ that does all your chores

The campaign aims to expand the brand’s reach to the top 50 cities before March 2021 end.

New Delhi: Leading robotic brand Milagrow has launched a new video campaign that highlights its objective to build a future with lesser human intervention to do daily chores.

The campaign includes a series of powerful videos that emphasise upon taking the brand’s all variants of robots, especially the floor cleaning category, to various customer segments across India. The homegrown robot maker has witnessed a significant surge in demand for its floor cleaning robots from residential sectors and other service robots as people experienced domestic help constraints during the pandemic year. According to the company’s statement, the brand achieved the entire turnover of what it did in 2019, in the first four months of the lockdown in 2020.

In the July-September quarter, the growth rate was 723 per cent whereas, by the month of October, it went up to more than 2,000 per cent. While the demand for these products was initially coming from the metro cities but post the pandemic and lockdown, various smaller cities too joined the bandwagon of purchasing robot floor cleaners.

The company will be spending at least 15 per cent of its revenue on advertising and marketing in the coming financial year, said Milagrow Robots chairman Rajeev Karwal, highlighting Milagrow's plans to bet big on marketing in 2021.

“Milagrow has been the pioneer in the field of robotics since 2011. We have always ensured that all its robots are considered ‘humane’, even if they operate in path breaking technology of artificial intelligence and deep learning. Our robots understand the user’s needs and do the tasks empathetically. The new brand identity and the new commercial convey this passion,” said Karwal.

He also shared the company's recent tie up with Catalysts’ founded by former Mullen Lintas president Syed Amjad Ali. Catalysts will act as an outsourced marketing arm of Milagrow. 

“Milagrow Robots is at the heart of lifestyle transformation,” said Ali. “There is a tremendous opportunity for the brand to introduce a new way of living and to become a credible voice for freeing humans from the bondage of household chores. This is the purpose that the Milagrow Robots will stand for.”

The brand has also introduced a new logo, which resembles the shape of heart and symbolises the belief that technology should be humane and be able to uplift humanity for better things than being stuck in menial jobs. The new brand logo also carries the tagline ‘Think Robots. Think Milagrow’, suggesting its objective to become a generic name in the world of robots and is strongly associated with initiating the robotic revolution in India.

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