We wanted consumers to believe that we are ‘made from 100% natural tomatoes’ through their own experience. We also had to find a way that was cost effective as category growths were at 4.4% so the brand got no investments. Our key objective was how to convince mothers that Kissan Ketchup bottle is actually made from ‘real tomatoes’?

The engaging experience of seeding and growing tomatoes in concrete, urban homes bought alive the natural authenticity of Kissan in an evocative, convincing way. The lil farmers were uploaded on Facebook and they shared their produce and made Kissan famous. We had to spend nothing. We found a way to our unique stamp on a tomato such that no one could. And the tomatoes kids grew we collected – put them back into ketchup bottles and celebrated the lil farmers on the bottle. Every time a mother saw our bottle she was reminded of our 100% real tomatoes.

The tomato cap had 6.17 million mothers bringing Kissan home. They allowed their kids to eat 2.5 times more Kissan ketchup over category. Kissan witnessed a 14.6% growth vs category at 4.4%.

But success was beyond numbers. As the ketchup got polished off, the tomato plants grew and we collected the tomatoes and put them back in our Kissan bottles. We then celebrated our little farmers by putting their faces on our ketchup bottles – a wow for all our mothers. All thanks to a cap which cost just 5 cents (euros).

A little cap that made all the difference.