Kissan Roll
Rishabha Nayyar, Adhideb Ghosh, Prashant Verma and Mitul Shah
Campaign details
Brand owner: Hindustan Unilever LimitedLead agency: Lowe Lintas & PartnersBrand: KissanCountry: IndiaIndustry Sauces, seasonings, condimentsChannels used: Events and experiential, Magazines - consumer, Newspapers, Point-of-purchase, in-store, TelevisionMedia budget: Up to 500k
Executive summary
This case study describes how the year 2012 had witnessed a consistent decline in ketchup consumption in India, from which Kissan, the second-largest player in the category, had suffered. Their task was two-fold: not just to arrest this decline, but also to...