Results and Effectiveness

1. The concept positively impacted the way the audience thinks and behaves- 95% of the audience that had a tiffin problem saw Kissan Roll as a solution and said they would try it! 2. 4.7 Million Video views 3. Facebook fan base increased by 42% 4. 98 Million Impressions online 5. 3 Cr consumers reached across India, i.e. 85% of the Target Audience on Television 6. 2 Million People reached via print 7. Over 1.7Lac Kissan recipe SMS sent out and on an average, each user registered ~3 times, receiving a total of ~9 recipes.

Creative Execution

Every night between 10 and 11 PM, after dinner, cleaning up and putting her kids to bed, our Mum watches her favorite prime-time soaps. This is also when she plans for her kid’s tiffin the next day. The first intervention was deployed here. We created short format episodes based on the funny excuses kids make for not eating their tiffin featuring a popular TV mom & kid duo. They were played on a top GEC, between 9 & 11 PM, for 6 weeks. The episodes were also deployed on popular digital platforms like YouTube, Mira by VuClip, MSN and Sify. Print ads were deployed to catch her while relaxing with a newspaper after the morning rush of kids and husband leaving for school. Since mobile is her constant ally and internet is where she goes for answers, all communication led Moms to a tiffin recipe destination via IVRS and Facebook.

Insights, Strategy and the Idea

Although Kissan is synonymous with ketchups in India, it is primarily consumed as a snack accompaniment, restricting consumption to 1.3 kg per-household, per-year. We had to convince mothers to use ketchup beyond snacks and not just as an accompaniment. Tiffin is a stress point for mothers. Kids don’t like eating healthy and nutritious tiffins that Mum’s pack for them. Hence we targeted tiffin as an opportunity by presenting a solution to mom’s tiffin problems. Kissan Ketchup and Jams became an integral part of this solution, in the form of a critical ingredient in innovative recipes that were both nutritious and exciting. Hence were born the Kissan Rolls. The Kissan Mum is very pressed for time. She has a fixed and tight daily schedule, which revolves around her family and household work. So we designed a media ecosystem to match her media consumption, with interventions when tiffin is on her mind.