The Brief

Consumers don’t differentiate between ketchups and sauces, causing Kissan Ketchups to lose its relevance among consumers, who were switching to other discount players. Kissan needed to differentiate and inspire consumer preference by strengthening its imagery on ‘made from 100% real tomatoes”. The task had three key objectives: Establish that’s Kissan Ketchup is made from 100% Real Tomatoes Convience mums that Kissan is a champion for Happy Growth for their child Drive preference and induce purchase

Describe how the promotion developed from concept to implementation

Our solution was Kissanpur (Kissan Farm) - “World’s first crowd sourced Tomato Farm”. Through a print innovation we distributed real tomato seeds encouraging kids to grow their own tomato plants and asked them to share their experience and stories on the Kissanpur website. Finally, we invited kids to bring their tomato plants to a central location and created real Kissanpur right in the center of Mumbai city. For 8 days we engaged the visitors in Kissanpur with different workshops and activities. We selected 100 kids basis their stories and rewarded them customized bottles made from their home grown tomatoes.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Kissanpur brought alive the philosophy that induced so much passion in its consumers that they grabbed any piece of land available, even in their little homes, and converted that into their own spot to experience 100% realness. But the real difference it made in the life of our consumers was to allow them to experience, quite literally, the fruits of their efforts! It helped the brand to make kids convince that Kissan was made from 100% real tomatoes…they went from “Kissan says so” to I know it”.