Kissan Ketchup: Kissanpur - Where tomato ketchup grew tomato farmers

Anagha Ingle and Baljeet Singh

Campaign details

Brand owner: Hindustan Unilever Limited
Agency: Mindshare India
Brand: Kissan Ketchup
Country: India
Channels used: Events and experiential, Internet - general, Internet - microsites, widgets, Newspapers, Packaging and design, Print - general, unspecified, Radio, Social media
Media 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.

The challenge, therefore, was to convert this claim into a belief through the experience of '100% Real tomatoes'.