KISSAN Promo, Case study MADE FROM 100% REAL TOMATOES by Mindshare Mumbai

Adsarchive » Promo , Case study » KISSAN » MADE FROM 100% REAL TOMATOES

MADE FROM 100% REAL TOMATOES

Pin to Collection
Add a note
Industry Sauces
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released May 2013

Credits & Description

Advertiser: HINDUSTAN UNILEVER
Agency: MINDSHARE
Category: Fast Moving Consumer Goods
Advertising campaign: MADE FROM 100% REAL TOMATOES
Assistant Vice President: Ashish Bhushan (Times Red Cell)
Manager - Planning: Baljeet Singh (Mindshare)
Deputy General Manager: Deepak Kumar (Times Red Cell)
Manager: Aarti Iyer - Times Red Cell (Times Red Cell)
Manager: Honey Asrani (Times Red Cell)
Officer: Jyoti Prasad (Times Red Cell)
General Manager: Seema Sharma (Times Red Cell)
Principal Partner – Client Leadership: Shan Jain (Mindshare)
Chief Manager: Sohini Bose (Times Red Cell)
Senior Officer: Paras Prajapati - (Times Red Cell)
Deputy General Manager: Priti Chandel (Times Response)
Senior Director - Buying: Rajesh Rao (Mindshare)
Senior Officer: Times Red Cell (Times Red Cell)
Deputy Chief Manager: Arpana Nair - (Times Red Cell)
Principal Partner – Client Leadership: Brajesh Dwivedi (Mindshare)
Partner - Invention: Devendra Deshpande (Mindshare)
Manager: Shivani Showkatramani (Times Red Cell)
Manager - Planning: Anagha Ingle (Mindshare)
Planning Executive: Conrad Rebello (Mindshare)
Senior Officer: Malvika Jethwani- (Times Red Cell)
Senior Director - Invention: Nilanjan Bhattacharya (Mindshare)
Deputy Chief Manager: Times Red Cell (Times Red Cell)
Senior Officer: Times Red Cell (Times Red Cell)

Execution
Our school visits got kids growing. We also took them to tomato farms to learn more. As the plants grew, they uploaded photos to our microsite, shared stories, read our blog, and followed us on Twitter and Facebook. It was hard to believe how quickly they developed a real passion for growing tomatoes. We used print, radio, digital ads, PR and social media to drive participation. Interest was so strong, a special outdoor event was held in the middle of Mumbai where we created the world’s first crowd-sourced farm. It was eight days of learning and engagement with our brand promise in a 15,000 sq ft inner-city farm. Using their own tomato plants, we taught the more than 7,500 kids who turned up about growing tomatoes and the ketchup-making process. Altogether, more than 45,000 people experienced our Kissanpur farm. And we kept the passion alive for over three months.

Effectiveness
Kids loved producing their own tomatoes and ketchup. We had 150,000 fans on Facebook and the top-trending Twitter story. Our blogs reached over 1.8 million people and 192,000 people visited our microsite. Altogether, we reached 8.5 million consumers and generated US$3.8M worth of PR. Amid all this fun and education, we convinced kids and mums that our ketchup is “made with 100% real tomatoes”. So Kissanpur market share rose across India by 1.8%; value increased by 31% and volume grew by 23%. Average consumption went up 7%.

Strategy
Mums and kids didn’t believe that Kissan Ketchup is made with 100% real tomatoes. So, we sent kids 2.5 million tomato seeds, asked them to grow them, and then turned their tomatoes into ketchup. This idea took thousands of city kids in Delhi and Mumbai away from their TV games and into the outdoors. Schools and homes everywhere became mini greenhouses. We showed kids how to grow their seeds using social media and school and farm visits. They shared their stories and images of what they had achieved online. The passion for growing escalated. It culminated in the world’s first crowd-sourced farm in Mumbai city centre, stocked with over 7,000 plants – all grown by the kids. And out of the thousands of participants in the whole programme, we chose the best 100, and turned their tomatoes into Kissan Ketchup with customized bottle labels with their name and story on it.