What will Chhota Bheem do for a taste of Del Monte ketchup?

Del Monte has launched the TVC on the consumer insight that young consumers like to associate themselves with familiar television characters

BestMediaInfo Bureau | Delhi | December 21, 2011

You will find the answer in the new Del Monte Tomato Ketchup TVC, on air currently. The TVC is significant because Del Monte, a significant player in the food and beverages market in India, has found an unusual brand spokesperson in Chhota Bheem. The much-loved character has instant identification among a large numbers of young ketchup consumers in the age band of 4 to 14 years.

Chhota Bheem is an adventurous and fun loving nine-year-old, who is gifted with extraordinary strength and is seen as a guardian and protector of the poor and weak. This fun-loving and popular character has won hearts with his adventures and is well-known for his love for food, making him a perfect spokesperson for the new TVC.

The TVC has an engaging premise that aligns Del Monte and its ketchup with the cast of the 'Chhota Bheem & Friends' series on kids channel POGO. The brand expects to gain salience amongst the young TG and their mothers. The product format chosen for this association is also quite apt – the unbreakable, squeezy pack of Del Monte Tomato Ketchup. The TVC also supports a tactical promotion wherein with every  pack of the ketchup comes  a free Snapper Band with one of the Chhota Bheem series characters imprinted on it.

The TVC features the fun-loving Chhota Bheem as a protagonist with his aunt, TunTun Mausi, and two friends. His sheer love for snacking along with the desire to taste Del Monte Tomato Ketchup makes him play a prank on his aunt. Mausi is frying hot samosas one evening in her kitchen, and is suddenly accosted by two ghost-like creatures. She screams aloud and is relieved to see Chhota Bheem appearing quickly and taking on the creatures. She rewards him with a plateful of samosas and also hands him a bottle of Del Monte ketchup. In the finale, the two “creatures” take off their disguise and it is revealed that they were Chutki and Raju, two of Chhota Bheem's friends.

The TVC is based on the consumer insights that consumer tastes and preferences for ketchup have changed manifold. From a topping with snacks, ketchup now is an incentive for kids to try out new meal experiences and an important addition to their favourite foods. Del Monte has launched the TVC after much deliberation keeping in mind that young consumers are seeking to associate themselves with familiar television characters.

Commenting on the TVC, Yogesh Bellani, Business Head, Del Monte Food Business, FieldFresh Foods, said, “We have conceptualised this TVC keeping in mind our target audience – kids – who are usually the end user and purchase influencers in this category. We intend to connect with kids through Chhota Bheem as he is very popular among this group. We are positive that through this commercial we will be successful in reinforcing our proposition of 'Taste. Like never before."

The TVC:

Credits:

The Del Monte Team:

Yogesh Bellani – Business Head;  Sudipta Sen Gupta – Head Marketing; Devarshy R Ganguly – Senior Manager Marketing;  Garima Patni – Assistant Manager

Info@BestMediaInfo.com

Info@BestMediaInfo.com