MUMBAI: The new Del Monte tomato ketchup TV commercial has an unusual brand spokesperson in Chhota Bheem, an animated character from the Pogo‘s popular show with the same name.
The character was chosen as it was deemed to have identification with large numbers of young ketchup consumers in the age group of 4-14 years. The commercial is produced by Pogo.
The 40-second Del Monte TVC aligns the taste of Del Monte with the cast of ‘Chhota Bheem and Friends‘ series on Pogo.
The commercial is based on the insight that ketchup has gone from being a topping with snacks and now is an incentive for kids to try out new meal experiences and an important addition to their favourite foods. Also, it uses the fact that young consumers are seeking to associate themselves with familiar television characters.
Del Monte Food Business, FieldFresh Foods business head Yogesh Bellani said, "We have conceptualised this TVC keeping in mind our target audience - kids, who are usually the end users and purchase influencers in this category. We intend to connect with kids through Chhota Bheem as he is popular amongst this group. We are positive that through this commercial we will be successful in reinforcing our proposition ‘Taste. Like never before‘."
The TVC features 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 Samosa‘s one fine 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 the bottle of easy -squeezy Del Monte Ketchup. In the finale, we find the two "creatures" take off their disguises and it is revealed that they were Chutki and Raju, two of Chhota Bheem‘s friends. And they along with Chhota Bheem enjoy the snacks with ketchup and have a hearty laugh over the good-humoured prank.
