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

We called the campaign Kissanpur (farmers land). We encouraged consumers to interact with nature while actively participating in the ketchup-making process and engaging with the core ingredient of Kissan ketchups. With the communication, “what you grow is what you eat”, we inspired consumers to plant tomatoes at home by sampling tomato seeds through print. Children were directly engaged in schools where they planted tomatoes and pledged their support to the Kissanpur movement. They also visited tomato plantations and learnt about farming practices employed in growing tomatoes. A microsite, www.kissanpur.co.in, was created for children to share pictures of their plants. Weekly contests, gardening tips, games and blogs discussing 100% real living kept children actively engaged throughout. Kissanpur culminated as the first ever crowd sourced farm, housing over 7000 plants sent in by participating children. The top 100 participants will be rewarded with customized ketchup bottles made from their home grown tomatoes.

Insights, Strategy and the Idea

The 75 year old Kissan brand is synonymous with ketchups in India. However, poor differentiation within the ketchup category was causing Kissan to lose its relevance among consumers and they were switching to cheaper alternatives. Kissan needed to differentiate its tomato ketchup and inspire preference by leveraging the fact that it was ‘made from 100% real tomatoes’. Mothers don’t just focus on healthy food but also on a healthy way of life for their children. Rapid urbanization has led to an increasing use of synthetically enhanced foods and an indoor lifestyle among kids. Armed with this insight, we wanted to convince mothers about Kissan’s ‘100% Real’ philosophy by extending it beyond food and facilitating the overall growth of a child. We engaged mothers and children in an educative journey where they would experience realness and nature by growing their own tomato plants, while internalizing and associating these attributes with Kissan.