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Ad Review: Del Monte sauces ke liye kuch bhi karega...

27-April-2010
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Ad Review: Del Monte sauces ke liye kuch bhi karega...

Move over Jaaved bhai and your ‘It’s different’ sauce. Here comes ‘stuntwoman’ Shefali Chayya, who is ready to go to any lengths to lay her hands on the newly launched Del Monte sauces. The new ad grabs the attention and leaves one curious to know what the sauces taste like.

Client: Del Monte Foods
Brand: Del Monte Sauces
Agency: Contract Advertising
Medium: Television

The Brief:

The idea came at the product test stage itself as whoever tasted the sauce wanted to know “What is this sauce?” Based on this insight, the TVC was crafted to deliver the fact that a person is so mesmerised by the taste that she actually chases down a bunch of boys just to know the name of the sauce that she liked so much.

Commenting on the brief, Vandana Katoch, Creative Director, Contract Advertising, said, “The Del Monte Zingo-Twango ad is based on a simple human insight that every time we like something new and interesting, we want to immediately know its source. For example, if we hear a new, likeable song on the radio, we want to know who the singer is. The essence being, if we like something, we immediately go after it.”

The Execution:

The ad has been executed well with actress Shefali Chhaya putting up a convincing act and a catchy background score. The ad manages to stand out amidst the myriad other sauce ads.

Sudipta Sengupta, Head – Marketing, Del Monte Foods Business, explained, “We wanted to convey to the consumers the philosophy of the brand Del Monte – ‘Taste, like never before’. The products Zingo and Twango wonderfully bring out this promise. So unique is the flavour of the sauces that one would most certainly be moved by it and would want to know more about the product.”

The Final Product:

The ad shows a woman (Shefali Chhaya) in a train at a railway station struggling to get some sauce on the samosa that she is having. Nearby, a bunch of boys is getting off the train when one of them sees her and offers her some Del Monte sauce and goes away. As she takes a bite of the samosa she is so mesmerised by the taste of the sauce that she frantically chases them through the city, even managing a couple of stunts. When she finally catches up with the boy, she breathlessly asks him the name of the sauce, to which he replies Del Monte and hands over the bottle to her. She happily returns to the railway station with the bottle of Del Monte sauce in her hand. Voiceover: “Del Monte, exciting new ingredients and zabardast naya taste… aa gaye Del Monte ke naye sauces. Del Monte - taste like never before”.

Trump Card:
We give it 8 out of 10.

Xpert Comments:

Commenting on the ad, Hemant Mishra, CEO, Publicis, said, “I found it interesting, enjoyed the ad and quite liked it. It got me curious to know as it focuses on what the sauce would taste like. I remember the ad as it has got a high recall value and I would want to taste the sauce because of the ad. Though as far as the production value is concerned, the ad could have been much better.”

Our Take:

We believe that the ad is clutter breaking and stands out. The whole ad revolves around an interesting concept that makes one curious to know what the new sauce is all about. The ad gets thumbs up from us as it has given a much desired launch pad to Del Monte sauces.

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