Campaign started on digital through a film showcasing families enjoying nature together. It seeded the idea of seeking real and natural experiences.

As the film garnered momentum, urban parents woke up one morning to a unique newspaper experience - A seed-embedded paper complete with manure that could develop into a little tomato plant.

They were encouraged to plant it together with their child enabling a magical experience of nature right in their own homes.

Once the plants grew, children were asked to share the journey of the tomato plant with their friends and Kissan to inspire more experiences of nature.

Parents and children interacted with the installation for more than 10 minutes on an average setting a record of sorts and led to resurrecting brands sagging fortunes.

1) Endorsements on “offer something better than others” rose by 500 bps

2) Brand scores on “made from sun ripened real tomatoes” rose by 1600

3) Key attribute “Kissan ketchup is made from quality ingredients” rose by 300 bps

4) Kissan grew at 21.4% while the market grew at 8% gaining leadership position. (source: Nielsen Retail Panel)

Source for Point 1, 2 & 3 - Millward Brown Brand Health Track.