Chota Bheem loves snack brand Tat-O

The TVC has been conceptualised by Here On Communications headed by Gullu Sen. It serves up an animated treat with Chota Bheem and his team

BestMediaInfo Bureau | Delhi | July 9, 2013

Having carved a distinct niche in the tobacco business since 1942, Gopal CorpCo Limited (GCL) is now aggressively looking at garnering a strategic presence in the sunrise FMCG sector and other businesses. GCL has rolled out a TV campaign for its new snack range Tat-O which comes with a great taste, vibrant design and smart packaging. For the first time in India, the category would have kids' favourite Chota Bheem and his team in the commercial and packaging.

The communication is based on a simple truth: that snacking for most is a habitual, compulsive, almost unconscious activity. Marrying this with the crisp and delicious taste of Tat-O led to the advertising idea 'Tat-O ka taste hai so magnetic, ke haath badhe automatic' (Tat-O's taste is so magnetic, hands reach out for it).

Gopal Gupta, Chairman, GCL, remarked, “Our market research has proved beyond doubt that consumers are looking for snacks that are tasty, crunchy and have great packaging. We are now offering potato chips under the brand 'Tat-O' which is a refreshing addition to the snacks shelf. The centre point of communication is extremely creative and yet simple. We have the kids' favourite Chota Bheem in the commercial and packaging along innovative gifts inside the pack. The Tat-O a name is short, crisp and easy to remember and will register in the consumers' mind automatically. With a smart catchline 'Tat-O ka taste hai so magnetic, haath badhe automatic', it is not only going to be a huge hit for little ones but also for anybody who loves to munch, anytime, anywhere. This communication stands out especially in a highly competitive environment."

Aditya Joshi, AGM- Marketing, GCL, said, “As a new brand in a crowded category, Tat-O needed to break the mould in its launch campaign. Therefore, in a world filled with celebrity endorsees from Bollywood and cricket, the brand decided to be more innovation yet not diluting the fun element. The answer, a little hero much loved across demographics and age groups, who matched the brand's own fun loving and energetic personality to a Chota Bheem.”

The TV campaign will be supported by an integrated marketing campaign with the Chota Bheem mascot. Apart from outdoors and increased visibility at trade outlets they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

The TVC features Chota Bheem and the team, all taking a break from their laddoos and enjoying the taste of Tat-O. The taste makes the team break out in a special jig. All this is done to a catchy song, performed in the style of the popular series. The song has been exclusively created for Tat-O to make the film entertaining even on repeat viewing, both for children and their parents.

The value of the advertisement lies in its simplicity to convey the core product proposition and has successfully hit the nail right. This advertisement has been path breaking in a clutter of glamourous ads.

Gullu Sen, Managing Partner, Here On Communication, said, "Tat-O is a new entrant in a very busy and very noisy category. This brand reflects the dynamic, go-getting spirit of the Gopal Group, and is warm and endearing to connect with consumers who are looking for a lively, endearing alternative to the choices already available. From the brand name to the packaging, every element of brand Tat-O has been carefully crafted to etch out a distinct personality. We were clear that Tat-O needed to move clear of the category norm of Bollywood/cricket celebrity endorsees. When we saw Chota Bheem, we found a character that resonated strongly with the target consumers and with the Tat-O brand values.”

"The communication has been kept extremely simple, keeping in mind that this is the first step in the brand journey. The jingle has been composed to grab the attention of our core consumers and their parents. The message is a simple and interesting announcement of the arrival of Tat-O. The line has its roots in a simple category insight – snacking, most of the time, is an involuntary activity. Tied to this is the brand's promise of delicious, crisp chips, and both lead automatically to the promise of 'Tat-O ka taste hai so magnetic, haath badhe automatic,'” Sen added.

The campaign is on air on selected children's networks, and is supported by POS on ground. A launch promo promises customers attractive Chota Bheem gifts with every purchase. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and demand generation activations.

The TVC:

Credits:

Creative Agency:  Here On Communications (Delhi)

Creative Head: Gullu Sen, Managing Partner, Here On Communications

Info@BestMediaInfo.com

Info@BestMediaInfo.com