Kissan: Little farmers of Kissanpur

This case study explains how Kissan, a leading ketchup brand in India, convinced people of the quality of its ingredients with a tomato-growing competition for children.

Kissan: Little farmers of Kissanpur

Devika Sharma, Prashant Verma, Mitul Shah and Adhideb Ghosh

Campaign details

Brand owner: Hindustan Unilever LimitedLead agency: Lowe Lintas & PartnersBrand: KissanCountry: IndiaIndustry Sauces, seasonings, condimentsChannels used: Events and experiential, Newspapers, Outdoor, out-of-homeMedia budget: Up to 500k

Executive summary

Kissan, a leading ketchup brand in India, faced the challenge of convincing both non-users and users of competitive brands to believe in Kissan's product truth of its ketchup being 'made from 100% real tomatoes'. This conviction was required in order to differentiate the...

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