Indians are used to ketchup that flows easily from the bottle. No tapping on the sides or the bottom of the bottle. The well known Indian ketchup brand is Maggi (now owned by Nestle). Its viscosity is very low and it almost pours out. Heinz ketchup is much thicker viscous than anything Indians are used to. Heinz could have changed their product to match the expectations, instead they decided to train the consumer, change their behavior to accept Heinz for what it is. Instead of masking the difference they showcase it, trying to get the consumer accept it. See the following Ads. (You may want to lower the volume)
The punch line is, “takes a while to come out”.
I wonder how they decided that reducing product variability in different markets is more important than meeting the consumer taste.