Kissan: The shortest route to a mother's heart is via POLYCHROME! Kissan Tiffin Timetables

Kissan, a ketchup, jam and squash brand, increased penetration among mothers in India by launching an online recipe timetable that promoted the use of Kissan products as ingredients.

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:

  1. Increase relevance of Kissan products among new users.
  2. Increase frequency of consumption of Kissan products among existing users.

The Cultural Insight

Mothers traditionally look...

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