Mr. Butler
Reclaiming relevance, one fizz at a time
Client · Mr. Butler Soda Maker1994Feature 2 of 6All case studies
The brief
Mr. Butler arrived as India’s first home soda maker. Convenience won early fans, but its popularity among drinkers tied it, unfairly, to alcohol, and families began tucking it away in storerooms.
The idea
It got personal when the founder, visiting a home, found a soda maker hidden out of sight. The brief wrote itself: bring Mr. Butler back to the centre of the home. The fix moved product and message together. New flavoured juice concentrates turned “soda” and its baggage into refreshment the whole family, especially children, could enjoy.
The 1994 TVC cast veteran actor Thilakan as a grandfather charmed by a soft drink, then surprised to learn it was made at home, not bought.
“Let me take this one. Tell your father to buy a new one.”
The result
Mr. Butler returned to kitchens as a symbol of welcome, and the film still draws nostalgia online.
Bhima KattappanaNext feature: Gold that grows from the land