The world of Ketchup suffers from sameness. To differentiate, Kissan started the ‘Kissanpur’ initiative to stand against artificiality and give kids the experience of real nature and drove conviction by not ‘plainly’ advertising but making people experience it in real life. From distributing seeds to designing special bottle caps, from standing against gadgets to giving farm experience, Kissanpur connected kids to nature and reinforced the ‘natural’ claim. As a result, Kissan has toppled Maggi to emerge as the market leader in ketchup and scores high on all natural parameters.
