Kissan Ketchup: Kissanpur - Where tomato ketchup grew tomato farmers
Anagha Ingle and Baljeet Singh
Campaign details
Brand owner: Hindustan Unilever LimitedAgency: Mindshare IndiaBrand: Kissan KetchupCountry: IndiaChannels used: Events and experiential, Internet - general, Internet - microsites, widgets, Newspapers, Packaging and design, Print - general, unspecified, Radio, Social mediaMedia budget: Up to 500k
Executive summary
Commoditisation within the ketchup category was causing Kissan to lose relevance amongst consumers in India. In this scenario, Kissan launched its claim: 'Made from 100% Real tomatoes' to create differentiation and drive brand preference....