Kissan leader in dressings & spreads category in India is about kids eating happily and in-turn, growing happily. Thus, it has always endeavoured to support mothers in making healthy and delicious food items for kids. However, dressings & spreads being a low involvement category penetration are low at 12-25% annually. It was imperative for Kissan to drive category growth by increasing relevance with ‘top dishes’ consumed in everyday lives.
The tiffin-time angst for mother is heightened one, given it’s OOH consumption moment that she can’t supervise. Hence perennial dilemma to make something healthy, tasty so that child is tempted to finish it rather than craving for junk or “tasty” food. India with 14.4 million obese kids has second highest population in world. Hence we paired ketchup and jam with top dishes (roti and bread) to increase product consumption and staked claim for ‘tiffin’ moment to help mothers ease her anxiety.