Results and Effectiveness

Brand: - Attribute ownership on ‘made from 100% real tomatoes’ with 49% Share of Endorsement - Market share increased by 180 bps (1.8 %) at All India in 3 months - Consumption grew by 700 bps (7%) - 31% value and 23% volume growth in 3 months - 8.5 million consumers reached through media - 2nd most trended topic on Twitter during campaign launch - 191,297 unique visits to www.kissanpur.co.in - Consumer: - 2.5 million seeds distributed - 125,000 children and their parents engaged online, at schools and outdoor events. - 150,000 new fans on the Kissan Facebook page

Creative Execution

The idea of Kissanpur was first seeded through a print innovation by distributing real tomato seeds in the leading daily publication, reaching out to over 2 million houses across the Key metros – Delhi and Mumbai. The idea was to encourage kids to grow real tomato plants to experience Kissan’s 100% realness. We initiated school contact program and over 25000 school kids supported the movement by taking the pledge to support 100% Realness. Over 1000 school kids were taken to an organic farm land- Vikramgarh as special visit where kids were given interesting information on plantation and eco-system by horticulture experts. To culminate, we invited Kids to bring in their plants and created world’s first crowd sourced tomato farm – Kissanpur, spanned over 15000 sqft. The top 100 kids were felicitated and rewarded by getting specially designing ketchup bottles on their name to recognize their efforts and a token of appreciation.

Insights, Strategy and the Idea

Ketchup is a low involvement category with price being a huge decision making factor. Due to this reason Kissan was losing its relevance with the consumers as they started opting out for cheap discount players. Hence it was imperative for a brand like Kissan to create differentiation and build loyalty with its consumer base. Kissan’s has two consumers – Mother (the purchaser) and Kids (the influencer). We found that Moms want their children to grow well and succeed BUT for them it is also important that growing up is a wholesome and happy experience. They understand that the unavoidable rat-race between kids to become an all-round winner keeps them indoors and confined to artificial surroundings. Kissan believed in the power of this insight and introduced Kissanpur (which is intrinsic to the brand essence of 100% Real). It was a platform to inspire Kids to grow real tomato plants to experience Nature.