Indians love spices, but Ketchup is perceived to be artificially preserved and coloured and there was a huge perception barrier in driving consumption. Ketchup brand, Kissan, differentiates itself from price warriors by communicating “100% real tomatoes” to increase consumption amongst both new and current users.
To achieve this, Kissan drove conviction around its claim of “Made from 100% real tomatoes” by not “plainly” advertising it but making people experience it in real life to gain from it. The idea was “Grow what you eat. Eat what you grow.”