Proactive Campaign – TVC Script – Heinz

Category - Television - Viscous Tomato ketch-up

Product: Tomato Ketchup

Brand: Heinz

Title: Yoga improves patience

Communication platform:

          Considering the target audiences as middle age group, we try to create pun using its USP as rich & viscous tomato ketchup that flows out of can at a very slow pace.

Background brief:

          To promote Heinz Ketchup with its unique proposition of rich & viscous, contributing to its slower pace of flow.

Location: Inside the House, Office and an Ashram.

Plot:

          The film opens in a house with a close shot of a man upset and blabbering something like ‘Hamesha der se ata hai’.

          His concerned wife gets into the picture and asks him as to what it is that he so frustrated about?

          He replies back in an irritated tone saying ‘Wahi Nidhi, yeh hamesha der se ata hai’.

          The wife smiles mischievously trying to hide her expression from her husband.

          Cut to a shot in an office when the same man is seen getting frustrated and complaining to his friend in the cafeteria. His friend listens to him repeatedly saying, ‘Hamesha der se ata hai’.

          In a state of panic his friend asks him ‘Who got late today that made you so angry’?

          The man replies by saying ‘Are wahi yaar, Hamesha der se ata hai’.

          Cut to an Ashram scene, where the man’s wife has taken him for a yoga session.

          She greets the Guruji and explains him about her husband’s issue. After listening to her, Guruji calmly nods his head and says ‘I will teach you a posture that will improve your patience’.

          The man and the woman are delighted to know that Guruji has a solution that might help them but the man still doubts it, while he performs the yoga asana.

          Cut to a shot, the man’s in his home. He is sitting on dining table performing an asana. As camera zooms out, it is revealed that he is actually holding a bottle of Heinz, waiting for the ketchup to come out, as he says ‘Ab tu aaram se aa’ and smiles.

          The wife who is performing her daily chores in the background, mischievously smiles looking at him and says ‘Yoga improves patience’.

                   Typo appears on screen followed by the voice over ‘Heinz Ketchup takes a

                   while… e to come out.

VFX: Product shot of Heinz tomato ketchup.