MAM
Food for thought…
What is so different and special about Heinz ketchup? That is the question that Leo Burnett India tried to answer through their new ad campaign for Heinz which comprised three commercials that were launched recently.
For starters (yes, also for the mouth watering starters in your four course meal), there is Heinz’ basic proposition of being redder, thicker and tastier than the other ketchups. Says Leo Burnett national creative director KV ‘Pops’ Sridhar, “The new campaign for Heinz ketchup is a comparative one with a touch of humour. We have tried to show that while other ketchups in the market are watery and have high levels of starch, Heinz ketchup has all natural ingredients and hence it is thicker, redder and tastier.”
Going on to explain the three different television commercials (TVCs) Sridhar said the first commercial titled ‘Mumbaiya’ has two bowls filled with ketchup – one with Heinz and the second with an unnamed brand. A kid is shown taking out ketchup from each bowl with a fork. The “ordinary” ketchup drips down from the fork while Heinz stays put. Another point that is sought to be reinforced is that Heinz is priced competitively at Rs 39 against the Rs 49 that most others are priced at.
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Heinz USP – thicker, redder and tastier than the rest
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The second commercial titled ‘Bihari’ shows two plates with a smiley drawn on them with ketchup. One is the ordinary ketchup and the other is Heinz. Two kids are shown picking up the plate at an angle of 90 degrees. The smiley on one plate starts rolling down the plate once the plate is lifted, whereas the Heinz smiley is just as cheerful as it was before the plate was picked up.
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Smiles all the way for Heniz ketchup
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The third commercial that Leo Burnett has roled out for Heinz ketchup is again based on comparison. This time round, a French fry is shown being dipped in Heinz and also in another ordinary ketchup. While Heinz stays on the French fry, the other expectedly drips off from it.
“All in all, these commercials are not doctored and the demos we have shown can be carried out by anyone,” says Sridhar. Elaborating more on the need for an ad campaign for the product, Sridhar says, “Heinz is the only worldclass ketchup in India and the company is now focussing on the Indian market by aggressively marketing and pricing the brand.”
The agency has made the ad with the sole purpose of giving the consumers a reason to buy the product. As of now, the Heinz ad campaign is only on television and the print campaign will be rolled out in three – four weeks time. Says Sridhar, “In the future, we are looking at Radio, ambit and outdoor advertising for Heinz coupled with a whole lot of marketing initiatives which I will not be able to talk about right now. We are looking to excite the market and the consumers with Heinz.”
Four years back when Heinz was launched in India, the company was very silent in the market, but it now looks like finally having woken up and is itching to make its presence felt.
Digital
Galleri5 launches India’s first AI cinema OS at India AI Summit
Collective Artists Network unveils end-to-end production platform powering Mahabharat series and Hanuman teaser.
MUMBAI: India’s cinema just got an AI operating system upgrade because why settle for tools when you can have a full production command centre? Collective Artists Network and Galleri5 today unveiled Galleri5 AI Studio at the India AI Impact Summit in New Delhi, billing it as the country’s first cinema-native production technology platform. Launched on 20 February 2026, the system acts as an end-to-end orchestration layer for film and television, integrating generative AI, LoRA-driven character architecture, controlled shot pipelines, 3D/VFX tools, lip-sync, upscaling, quality control, and delivery, all tuned for theatrical and broadcast standards.
Unlike piecemeal AI tools, Galleri5 controls the entire stack from script and world-building to final master output. Filmmakers retain creative authorship, continuity, and IP security while slashing timelines from years to months.
The platform is already in live use at scale. Mahabharat: Ek Dharmayudh, an AI-powered series produced under Collective’s Historyverse banner, is airing on Star Plus and streaming on JioHotstar, ranking among the top-watched shows in its slot. Meanwhile, Chiranjeevi Hanuman – The Eternal (produced by Star Studios 18) dropped its teaser on IMAX screens, leveraging Galleri5’s infrastructure for the visuals.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “For India to lead in the next era of storytelling, we have to think beyond tools and start building systems. This is about putting durable production infrastructure in place so creators can dream bigger, producers can execute faster, and our stories can travel further.”
Galleri5 partner at Collective and CEO Rahul Regulapati added, “Cinema requires precision, repeatability, and control. Off-the-shelf AI doesn’t solve that. Orchestration does. We built an operating system where technology bends to filmmaking, not the other way around.”
Under Historyverse, Collective Studios is developing a slate including Hanuman, Krishna, Shiva, and Shivaji blending advanced AI systems with traditional craft. The summit session featured directors from Hanuman, Krishna, and Shiva alongside Collective leaders, diving into real-world case studies: what delivers on screen, what glitches, and how production economics are shifting.
At a summit packed with global tech brass and policymakers, Galleri5 stakes a bold claim, cinema’s future belongs to integrated systems, not isolated gadgets and India is building one right now. Whether you’re a filmmaker eyeing faster workflows or just curious about AI remaking epics, this OS could be the script-flip the industry didn’t see coming.
