The Brand Objective
Kissan- A leader in the dressings & spreads category in India is about kids eating happily and in-turn, growing healthy. Hence, the brand's endeavor has always been to support mothers in making healthy and delicious food items for their kids.
However, in the Indian context, dressings & spreads is a low involvement category with an annual penetration of 12%-20%. Thus, Kissan had two key primary objectives for growth:
- Increase relevance of Kissan products among new users.
- Increase frequency of consumption of Kissan products among existing users.
The Cultural Insight
Mothers traditionally look...