Del Monte
Thursday, November 14, 2013 12:35 PM IST (07:05 AM GMT)
Editors: General: Consumer interest, Food & drink, Lifestyle; Business: Advertising, PR & marketing, Media & entertainment
Del Monte Makes it Big With Krrish 3
Celebrates with the success of India’s own home grown Super Hero Launched blitzkrieg of promotions to maximise reach

New Delhi, Delhi, India, Thursday, November 14, 2013 — (Business Wire India) — Del Monte, among India’s leading processed food and beverages brands, associated itself with the most awaited movie of the year Krrish 3, which was launched during the Diwali weekend. The association was aimed at increasing the sales and creating relevant touch points for the brand having recognised the film’s potential to reach the masses and its great popularity, With reports of box office collections crossing Rs. 200 crore worldwide already, marketers who betted big on the movie have reason to celebrate.

Mr.Yogesh Bellani, Chief Executive Officer, FieldFresh Foods Pvt. Ltd said, “Integrating brands in commercial films has become a highly effective way to reach out to your consumers and when it comes to a property as large as Krrish; with a proven track record of growing popularity, mass appeal and India’s only successful home-grown super hero as on date, we felt this would be the ideal platform for us to partner with and engage with our audiences. We are happy that we were successful to connect well with the audience as well as impact our sales favourably with this association.

Other Promotions by Del Monte:

— Buy 1 kg bottle of Del Monte Tomato Ketchup and get a Krrish 3 Tiffin box free

— Buy a 500g squeezy bottle of Tomato and get a Krrish 3 Sipper free

–Movie tickets for couples for Krrish 3 to be won on 1kg Tomato Ketchup Pouch

–QR Codes at the back of all packs to enjoy and play the Krrish 3 game

To get the maximum out of the association, Del Monte has adopted a complete 360 degree approach. The association and consumer promotion was promoted on all media that included television, radio, online and OOH screens. Del Monte launched special Krrish co-branded packs for ketchup & sauces and fruit drinks. The gratification included a chance to win some exciting prizes such PSPs & Mobile Phones and assured prizes attractive KRRISH Tiffin boxes and Sippers with the ketchup bottles.

Huge buzz was created through in store branding and on ground activation which gave consumers an opportunity to get a picture clicked with KRRISH cut out. These were then put in Del Monte and Krrish Co branded photo frames and handed out to them.
Consumers in select modern trade outlets also got a chance to share their super hero moments and won couple movie tickets in return.

The highlight of the consumer promotion was the gratification which entitled the winners a chance to meet KRRISH himself. Del Monte organised a Meet & Greet at Mumbai with Hrithik Roshan for the winners who were picked through a random selection on a purchase of Del Monte Krrish packs. A total of 6 winners from across the country were finally selected to meet their favourite superhero KRRISH.

Del Monte also tapped into new media with the ‘Mera Kid Mera Superhero’ contest on Facebook where maximum likes were gratified by attractive prizes such as winning free tickets for Krrish.

All Del Monte and Krrish co-branded packs of ketchups & Sauces and fruit drinks are available in modern trade and retail outlets. They are also available at select general trade outlets across the country.

About Del Monte

Brand Del Monte has more than 100 years of rich international heritage during which it has been synonymous with quality and taste. The brand originated in the US and is now available all across the globe. The Del Monte range of branded processed food and beverage products in India includes Fruit drinks, Ketchup & Sauces, Packaged Fruits and the Italian Range consisting of Pasta, Olive Oil and Olives/Jalapenos and a Culinary range for both B2B and B2C markets.

Del Monte was brought to India in 2007 by a joint venture between Bharti Enterprises and Del Monte Pacific Ltd. The JV is called FieldFresh Foods Pvt Ltd.

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About Bharti Enterprises

Bharti Enterprises is one of India’s leading business groups with interests in telecom, agri business, financial services, retail and manufacturing. Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. BhartiAirtel Limited is a leading integrated telecommunications company with operations in 19 countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 5 mobile service providers globally in terms of subscribers. In India, the company’s product offerings include 2G & 3G mobile services, fixed line, high speed broadband through DSL, IPTV, DTH, enterprise services including national & international long distance services to carriers. In the rest of the geographies, it offers 2G & 3G mobile services. Beetel Teletech is the country’s largest manufacturer and exporter of telephone terminals.

About Del Monte Pacific Limited

Del Monte Pacific Limited is listed in the Singapore Stock Exchange and has exclusive rights to the Del Monte brand for processed food and beverage products in the Indian subcontinent and in the Philippines where it enjoys leading market shares for canned pineapple juice and juice drinks, canned pineapple and tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.

To view the photograph, please click on the link given below

Hrithik with the winners who were picked through a random selection on a purchase of Del Monte Krrish packs
For picture(s)/data to illustrate this release click below: & Meet event – Winners.jpg
Hrithik with the winners who were picked through a random selection on a purchase of Del Monte Krrish packs

Silky Chopra, Avian Media, +91 9650303863,
Anshika Mehta, Avian Media, +91 9953227612,