Campaign India Team
Apr 21, 2010

Contract Advertising maps trail for Del Monte's new sauces

Del Monte, which produces packaged food items such as canned fruits, olive oil, pasta, olives is now launching its range of sauces titled Zingo and Twango.Contract Advertising (Delhi) has launched a new television campaign to introduce this range of sauces. The campaign targets young adults and house wives who Del Monte says, are the primary buyers of their product.View TVC now

Contract Advertising maps trail for Del Monte's new sauces

Del Monte, which produces packaged food items such as canned fruits, olive oil, pasta, olives is now launching its range of sauces titled Zingo and Twango.

Contract Advertising (Delhi) has launched a new television campaign to introduce this range of sauces. The campaign targets young adults and house wives who Del Monte says, are the primary buyers of their product.

View TVC now

 


The TVC opens with a shot a woman sitting in a passenger train, about to bite into a piece of samosa. Her co-passenger who is about to get off the train, offers some sauce to spice up her samosa. The woman tries the samosa with the sauce and finds it so delicious, that she is hell-bent on finding out what sauce it is. She jumps off the train, searching for that passenger - who, by then has already left the railway station - and overcomes an obstacle course of sorts to eventually find him again. She asks him which sauce was it. That's when the voiceover introduces the brand and its variants.

Commenting on the campaign, Vandana Katoch, creative director, Contract Advertising said, "Del Monte celebrates the desire of young urban India to try new and exciting tastes. This ad is based on the simple human insight that every time we come across 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, which album it is from. If we see a friend wearing a nice shirt, we promptly ask what brand it is. In this ad, we made the same point, albeit in an exaggerated and entertaining manner."

The TVC has been directed by Shoojit Sircar of Rising Sun Films.

Contract Advertising has a mass media campaign ready for Del Monte, which comprises of television ads, in addition to a few press ads and high visibility outdoor sites.

In below-the-line, a huge shop activity comprising of extensive sampling and placement is underway along with point-of-sale like posters, danglers, shelf strip and other in-shop display.

Credits
Project: Del Monte
Client: Del Monte India
Brief: To launch Zingo and Twango sauce
Creative agency: Contract Advertising, Delhi
Copywriter: Vandana Katoch
Creative director: Vandana Katoch
Executive creative director: Nima D T Namchu
Chief creative Officer: Ravi Deshpande
Account management: Amit Bhat, Ashuti Mathur
Art director: Shalini Singh
Director: Shoojit Sircar
Production house: Rising Sun Films
Media agency: Madison

Source:
Campaign India

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