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June 16-30 2006


 

June 16-30 2006

Red herring strategy
Chumki Sen

dvertising for the red, tangy tomato ketchup has seen many variations. From being portrayed as being different to saying how thick and tasty it is. HLL's new ad for Kissan Tomato Ketchup, however, speaks highly of the accompaniment factor, with the ketchup playing second fiddle in the plot.

The new commercial for Kissan tomato ketchup opens with a separated couple trying to come to terms with their imminent parting. Suddenly an idea strikes the man when he sees a packet of Supreme Pakoda. The next shot is at the station when the rain-drenched man offers Supreme Pakodas to his eager partner not forgetting to pour some Kissan Tomato Ketchup on the pakoda. The girl snuggles up to him, takes a pakoda from the packet and says, "Aap Bhi na." The VO says: Excuse me. Khaas chune taaze tamataro se bana Kissan Tomato Ketchup saalon se banaye pakode tasty, phir bhi aap kahe... Supreme ke pakode? The couple is shown going back together while the woman relishes the pakodas licking her lips smeared with the ketchup. A peeved VO says: Ok aao banaye pakode behter. ... more


 

   
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