Hindustan Unilever's Marketing Campaign: Chalo Kissanpur
HINDUSTAN UNILIVER (HUL)
Below The Line (BTL) ACTIVITY :
KISSANPUR
Hindustan Uniliver (hul) in 2012 through its Kissan undergo BTL activity through Kissanpur. Hindustan Unilever (HUL) went to grow tomato farm at Inorbit mall in Malad, where it seeded nearly 7,000 tomato plants. The idea was to acquaint city-bred kids with tomato growing and build brand equity for its Kissan ketchup.
It's all part of the company's five-month campaign – Chalo Kissanpur – that has seen over 76,000 people across Delhi and Mumbai growing tomatoes.
IN THE WORDS OF HUL
“Being a brand that knows what’s good for children, and making all its products from 100% real tomatoes and fruits, Kissan finds it distressing just as mothers do, that kids are not interacting with nature as much as they should.It’s the reason why Kissan created the “real” world of Kissanpur, where it encouraged kids to experience real nature.”
WHAT MORE?
They promoted the same on their brand products like kissan Ketchup .They said that they will not use any filmstar neither any other celebrities on their Kissan Ketchup products instead it’s somebody who has sown and grown a tomato plant.Instead they launched a hundred new faces on its ketchup bottle soon. These are consumers – many of them kids – who have grown saucy red tomatoes and posted pictures of them on Facebook as part of a contest. The best of these entries get to feature on the ketchup bottle.
HOW IT ALL STARTED?
It all started in February when HUL distributed over 25 lakh tomato seeds in Mumbai and Delhi through sachets stuck to the morning newspaper. People were urged to plant the seeds at home and post photos of the plants on the company's Facebook page.
HUL says the tomato growing campaign created by marketing agency Lowe Lintas with a huge digital media component – it created a special site called www.kissanpur.co.in – has boosted its ketchup sales by 120 basis points.
Images from the site:
HOME PAGE
WHAT THE SITE PROVIDES:
Below The Line (BTL) ACTIVITY :
KISSANPUR
Hindustan Uniliver (hul) in 2012 through its Kissan undergo BTL activity through Kissanpur. Hindustan Unilever (HUL) went to grow tomato farm at Inorbit mall in Malad, where it seeded nearly 7,000 tomato plants. The idea was to acquaint city-bred kids with tomato growing and build brand equity for its Kissan ketchup.
It's all part of the company's five-month campaign – Chalo Kissanpur – that has seen over 76,000 people across Delhi and Mumbai growing tomatoes.
IN THE WORDS OF HUL
“Being a brand that knows what’s good for children, and making all its products from 100% real tomatoes and fruits, Kissan finds it distressing just as mothers do, that kids are not interacting with nature as much as they should.It’s the reason why Kissan created the “real” world of Kissanpur, where it encouraged kids to experience real nature.”
WHAT MORE?
They promoted the same on their brand products like kissan Ketchup .They said that they will not use any filmstar neither any other celebrities on their Kissan Ketchup products instead it’s somebody who has sown and grown a tomato plant.Instead they launched a hundred new faces on its ketchup bottle soon. These are consumers – many of them kids – who have grown saucy red tomatoes and posted pictures of them on Facebook as part of a contest. The best of these entries get to feature on the ketchup bottle.
HOW IT ALL STARTED?
It all started in February when HUL distributed over 25 lakh tomato seeds in Mumbai and Delhi through sachets stuck to the morning newspaper. People were urged to plant the seeds at home and post photos of the plants on the company's Facebook page.
HUL says the tomato growing campaign created by marketing agency Lowe Lintas with a huge digital media component – it created a special site called www.kissanpur.co.in – has boosted its ketchup sales by 120 basis points.
Images from the site:
HOME PAGE
WHAT THE SITE PROVIDES: