Brief Explanation

Increasing commoditization due to several discounted brands was causing Kissan ketchup to lose out to local players as better quality ingredients necessitated higher than market pricing. The real differentiation for Kissan “made from 100% real tomatoes” needed to be brought alive, in an ever increasingly urbanized lifestyle. Mums are anxious about the artificiality surrounding their children. They look for occasions where their children can interact with nature but are constantly struggling between concretization and virtualization of urban life-spaces. Ergo, Kissanpur (Farmer’s Land) – an idea that inspired a tomato farm to crop up in urban homes bringing the nature closer.

Results and Effectiveness

The real and natural experiences catalyzed by Kissan reversed dwindling fortunes of the brand. • It grew at 21.4% while the market grew at 8% gaining leadership position. (Source: Nielsen Retail Panel) • Brand scores on “made from sun ripened real tomatoes” rose by 1600 bps (Source: Millward Brown) • Differentiation endorsements “offer something more than others” rose by700bps (source: Millward Brown) • Key attribute “Kissan ketchup is made from quality ingredients” rose by 300 bps (Source: Millward Brown) The campaign inspired meaningful conversations in lives of 5.9 Mn consumers and inspired millions others to experience nature in their homes.

Creative Execution

First a short film showcasing joy of nature seeded the idea on digital platforms. Urban parents appreciated Kissan’s clarion call setting social media abuzz. Then our innovative print ad inspiring parents to undertake journey with their children. A seed embedded newspaper ad coated with manure when planted in a pot grew into tomato farm in 12 weeks in urban homes! All they had to do was plant this paper in a pot. A single newspaper ad reached 2 Lac families and kept them engaged for 12 weeks! Furthermore kids shared their pictures on www.kissanpur.com and Kissan got its Little Heroes!

Insights, Strategy and the Idea

It was our understanding that “100% Real” was not something mothers attributed only to natural ingredients in food, but one where children grew on the back of natural experiences. Mothers try hard to help child experience nature & be away from screens, genuine outdoor experiences are few. As these experiences require intense and uninterrupted time commitment, urban mums feel guilty of not able to give these experiences of nature to her child because of lack of time. Kissan found this perfect opportunity to help mothers to connect their kids with nature while establishing the Kissan’s proposition of 100% real tomatoes.