Campaign details

Brand: Kissan Ketchup
Brand owner: Hindustan Unilever Ltd
Lead agency: Mindshare India
Country: India
Industries: Sauces, seasonings, condiments
Media channels: Content marketing, Livestreaming, Packaging & design, Search marketing, Social media, Websites & microsites, Word of mouth, advocacy
Budget: 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 is also low at 12-25% annually. It was imperative for Kissan to drive category growth by increasing its relevance to the 'top dishes' consumed in everyday lives.