Kissan: Kissanpur - When tomato ketchup grew tomato farmers

Anagha Ingle and Baljeet Singh
Mindshare India

Campaign details

Brand owner: Hindustan Unilever Limited
Agency: Mindshare India
Brand: Kissan Ketchup
Country: India
Industry: Sauces, seasonings, condiments
Media budget (USD): Up to $500k
Channels used: Email marketing, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Mobile and apps, Newspapers, Public relations, Radio, Social media, Word of mouth and viral

Executive summary

Commoditization within the Indian tomato ketchup category was causing Hindustan Unilever's brand, Kissan, to lose relevance among consumers.

This case study describes how Kissan launched its claim to be "made from 100% real tomatoes" to create differentiation and drive brand preference.