MAM
Del Monte uses Chhota Bheem in commercial
MUMBAI: The new Del Monte tomato ketchup TV commercial has an unusual brand spokesperson in Chhota Bheem, an animated character from the Pogo‘s popular show with the same name.
The character was chosen as it was deemed to have identification with large numbers of young ketchup consumers in the age group of 4-14 years. The commercial is produced by Pogo.
The 40-second Del Monte TVC aligns the taste of Del Monte with the cast of ‘Chhota Bheem and Friends‘ series on Pogo.
The commercial is based on the insight that ketchup has gone from being a topping with snacks and now is an incentive for kids to try out new meal experiences and an important addition to their favourite foods. Also, it uses the fact that young consumers are seeking to associate themselves with familiar television characters.
Del Monte Food Business, FieldFresh Foods business head Yogesh Bellani said, “We have conceptualised this TVC keeping in mind our target audience – kids, who are usually the end users and purchase influencers in this category. We intend to connect with kids through Chhota Bheem as he is popular amongst this group. We are positive that through this commercial we will be successful in reinforcing our proposition ‘Taste. Like never before‘.”
The TVC features Chhota Bheem as a protagonist with his aunt, TunTun Mausi and two friends. His sheer love for snacking along with the desire to taste Del Monte Tomato Ketchup makes him play a prank on his aunt. Mausi is frying hot Samosa‘s one fine evening in her kitchen and is suddenly accosted by two ghost-like creatures. She screams aloud and is relieved to see Chhota Bheem appearing quickly and taking on the creatures. She rewards him with a plateful of samosas and also hands him the bottle of easy -squeezy Del Monte Ketchup. In the finale, we find the two “creatures” take off their disguises and it is revealed that they were Chutki and Raju, two of Chhota Bheem‘s friends. And they along with Chhota Bheem enjoy the snacks with ketchup and have a hearty laugh over the good-humoured prank.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
