CHING’S SCHEZWAN CHUTNEY

Group 10 Roll
No:
Archita Chopra 10
Vishesh Kataria 23
Sayali Malave 34
Anushka Prasad 45
Pareena Sogani 59
 INTRODUCTION
Type

Parent
THE ORIGINAL TVC
 CLIENT BRIEF
-By Kruti Patel, Media Planner (Purnima Advertising )

◼Client: Capital Foods Pvt. Ltd.

◼Brand: Ching’s Secret
◼Product: Schezwan Chutney
◼Creative agency: Purnima Advertising Agency, Mumbai.
◼Creative Team: In-house.
◼Director: Ali Abbas Zafar
◼Objective - To show the use of the chutney.
-Emphasis on the product.
-Create product recall.
◼Tone - Humorous, consistency of the brand personality.
◼Tagline: “ CHUTNEY NHI, ROCKET HAI ROCKET!”
◼Style: Humorous, catchy, all out.
◼Target Audience: Teens, home-makers and kids.
 WHAT WENT WRONG?

◼Product Placement: It doesn't position the product very well. The ad is

creative but nobody would buy a chutney through the way they have presented it.

◼Objective : It fails to achieve the objective. The use of products are shown
towards the end.The prominence of the product is very poor in the ad. It got very
less screen time and that too not impactful.

◼Tagline: “ CHUTNEY NHI, ROCKET HAI ROCKET!” Does not actually make
sense and and chutney can’t be compared to a rocket therefore the audience
couldn't connect to it.

◼Focus is more on Ranveer: This ad can be good for Ranveer Singh's career and
his positioning as a crazy star but not for product positioning.
NEW TVC
 WHY WOULD THIS CAMPAIGN
WORK?
◼Focus on the product.

◼Keeping the advertisement simple leads to a clear understanding of the message.

◼Tagline used gives a sense of taste and one can relate to it at the same time it goes
with the theme of the tvc and is catchy which creates a recall value.
PRINT ADVERTISEMENT
OUTDOOR
(BUS SHELTER)
ZHATKEDAR THANK
YOU!