Kissan Ketchup: Kissanpur - Where tomato ketchup grew tomato farmers

This case study describes a campaign in which Kissan, the Indian ketchup brand, reinforced its message of using real tomatoes by helping consumers to grow tomato plants.

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....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands