Kissan Ketchup: Kissan Tiffin Timetable

Brajesh Dwivedi, Ruchir Bajoria

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.

Campaign details

Brand: Kissan KetchupBrand owner: Hindustan Unilever LtdLead agency: Mindshare IndiaCountry: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Livestreaming, Packaging & design, Search marketing, Social media, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

Kissan, the leader in the dressings and spreads category in India, is about kids eating happily and, in turn, growing happily. Thus, it has always endeavoured to support mothers in making healthy and delicious food items for their kids. However, dressings and spreads is a low-involvement category, penetration...

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