WHERE WHAT YOU GROW IS WHAT YOU EAT by Mindshare Mumbai for KISSAN

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WHERE WHAT YOU GROW IS WHAT YOU EAT

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Industry Sauces
Media Digital, Interactive & Mobile, Case study
Market India
Agency Mindshare Mumbai
Released May 2012

Awards

Spikes Asia 2012
Media Integrated Media Campaign Grand Prix
Media Consumer Products Gold

Credits & Description

Advertiser HINDUSTAN UNILEVER
Product KISSAN KETCHUPS
Entrant MINDSHARE Mumbai, INDIA
Type of Entry Media: Integrated Campaign
Category Integrated Media Campaign
Title WHERE WHAT YOU GROW IS WHAT YOU EAT
Advertiser/Client HINDUSTAN UNILEVER
Product/Service KISSAN KETCHUPS
Entrant Company: MINDSHARE Mumbai, INDIA
Media Agency: MINDSHARE Mumbai, INDIA
Shan Jain Mindshare Principal Partner
Brajesh Dwivedi Mindshare Partner
Anagha Ingle Mindshare Planning Manager
Baljeet Singh Mindshare Manager - Invention
Sneha Showkatramani Mindshare Planning Director
Rajesh Rao Mindshare Senior Director
Conrad Rebello Mindshare Planning Executive
Devendra Deshpande Mindshare Partner - Invention
Nilanjan Bhattacharyya Mindshare Senior Director
Results and Effectiveness:
Brand: - Attribute ownership on ‘made from 100% real tomatoes’ with 49% Share of Endorsement - Market share increased by 180 bps (1.8 %) at All India in 3 months - Consumption grew by 700 bps (7% ) - 31% value and 23% volume growth in 3 months - 8.5 million consumers reached through media - 2nd most trended topic on Twitter during campaign launch - 191,297 unique visits to www.kissanpur.co.in - Consumer: - 2.5 million seeds distributed - 125,000 children and their parents engaged online, at schools and outdoor events. - 150,000 new fans on the Kissan Facebook page
Creative Execution:
We called the campaign Kissanpur (farmers land). Mothers and children were involved in the ketchup-making process through relevant touch-points. While kids are largely engaged online, mothers are best reached through print and radio. The campaign ‘call for action’ started with a print innovation where we sampled tomato seeds through a leading publication and inspired consumers to plant tomatoes at home. Seeds were further made available through www.kissanpur.co.in and the subsequent journey rested on the digital platform where kids were encouraged to upload pictures of their plants. A shared learning environment was created through a robust school contact program where children planted tomatoes in schools and enjoyed field trips to tomato farms. Families shared their experiences at our outdoor culmination where we created the first ever crowd sourced tomato farm housing participants’ plants. The campaign’s momentum was sustained through print, radio, SMS/Email reminders, digital ads, social media activity and PR releases.
Insights, Strategy and the Idea:
The 75 year old Kissan brand is synonymous with ketchups in India. However, poor differentiation within the ketchup category was causing Kissan to lose its relevance among consumers and they were switching to cheaper alternatives. Kissan needed to differentiate its tomato ketchup and inspire preference by leveraging the fact that it was ‘made from 100% real tomatoes’. Mothers don’t just focus on healthy food but also on a healthy way of life for their children. Rapid urbanization has led to an increasing use of synthetically enhanced foods and an indoor lifestyle among kids. Armed with this insight, we wanted to convince mothers about Kissan’s ‘100% Real’ philosophy by extending it beyond food and facilitating the overall growth of a child. We engaged mothers and children in an educative journey where they would experience realness and nature by growing their own tomato plants, while internalizing and associating these attributes with Kissan.