Group Members

• Kiran Shahzadi• Sahar Fatima• Muniza Syed• Ayesha Baig• Ali Bin Niaz• M. Tahir

Siddiqui

What mediums they used for this campaign?

TV CHANNELS

Bill Boards

Radio

Social Media

• They promote this “National Ketchup zaruri” theme by using facebook page and started many contests after this tvc and exposed the benefits of taking ketchup with meal.

CONTESTS ON FACEBOOK

Activities for attracting people and getting their point of view

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Good points in about this commercial1. They highlighted different foods that ketchup can be

consumed with.2. They didn’t only promote ketchup, but attached their brand

name with it so that people will remember the name of national ketchup when they will go to purchase ketchup

3. They highlighted the importance of ketchup in ones life.4. Before they were having a sachet of 100g, but now they

make 10g sachet available for hotels and restaurants and for school kids lunch box.

5. They are easy to carry outside as well and the bottle and pouch can be consumed inside the home and often in party and dinner settings.

6. The ad shows the various spots and places where National Ketchup is needed.  

7. With unique, catchy lines used and National Ketchup shown as a common household name.

8. Earned the attention of kids and youngsters.

ELSE…………• They availed the opportunity and started this campaign

just before ramzan.• No direct connection has been shown with reference to

the festive season of Ramadan, the timing of the ad shows exactly the pitch that National Ketchup is trying to make.

• It was a perfect time to attract the right customers and creating a brand loyalty.

• They have targeted the right audience at the right time with the right theme.

• National Ketchup contains good taste otherwise this ad would be less appealing.

• Whenever we think of this brand “National”, Quality and reliability comes in mind, so attaching the name with ketchup “National Ketchup” was a good idea to grab market share.

• The ad was successful and increased the sales.

RECEIVED PAS AWARD• The jingle was composed

and sung by Shuja Hyder. Hyder has developed great music for National Foods over the years which includes Aaj Yeh Kounsa Mehmaan Aaya and Rung Bharti Jao.

• They received PAS award for best culinary TVC.

Using both promotional strategies

• Above the line• Below the line

Conclusion• Their strategy was to show that ketchup

is one versatile condiment, and when it’s National Ketchup, there really are no rules.

• Launched just before Ramazan (the peak season for ketchup sales)

• Its holding 51% market share.• They have not just said ‘ketchup zaroori’,

they have said ‘National Ketchup zaroori‘ hence this campaign is not promoting the category but the National Ketchup brand specifically.