Del Monte, a leading player in the food and beverages market in India, has found an unusual brand spokesperson in Chhota Bheem. According to the company, the character has instant identification with large numbers of young ketchup consumers in the age band 4 to 14 years.
Chhota Bheem is an adventurous and fun-loving 9 year old, who is gifted with extraordinary strength and is seen as a guardian and protector of the poor and weak. As this character has love for food, it makes him a perfect spokesperson for the new TVC, the company says.
Del Monte is offering its products in four categories: Fruit Drinks, Italian Range, Packaged Fruits, and Ketchup & Sauces.
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Commenting on the new TVC, Yogesh Bellani, business head, Del Monte Food Business, FieldFresh Foods, said, “We have conceptualized this TVC keeping in mind our target audience – kids, who are usually the end user and purchase influencers in this category.”
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.
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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. Del Monte released this information Wednesday, Dec. 21.