Kissanpur

Processed foods are generally marketed on the platforms of taste/flavour, health & nutrition and fun; marketers at times also stress that good quality raw materials are used in the manufacture of their products to support their claims. Hindustan Unilever Ltd. has gone one step further with its new Kissan Tomato Ketchup campaign; it is attempting to bring about a change in certain consumer attitudes.

I am referring to the Kissan Tomato Ketchup press campaign called Welcome to Kissanpur which is currently running. It gives an opportunity to children to ‘experience real nature, the Kissan way’. The first ad actually had a small plastic sachet containing tomato seeds; children have been invited to be part of a contest in which they are required to use these seeds to grow tomatoes and submit them to the company. Among the entries submitted the company will use tomatoes in the top 100 entries to actually make Kissan

Winter in summer

Hindustan Unilever Limited launched a campaign for Dove Shampoos just around the time summer had set in this year; the campaign is on right now while I write this blog. The ad copy is pretty direct and reads: ‘Normal anti-dandruff dry your hair. Dove is different. NO DANDRUFF NO DRYNESS.’ The model is shown wearing, what looks like, a woolen pullover; she is shown to be pulling up the neck of the pullover which is a normal behaviour of a person who is feeling very cold. Some white specks are shown on her hair, what are they? Dandruff? No, does not seem like because these specks are very large for dandruff flakes, are they snowflakes? I really have no idea. I like the ad for its straightforwardness but I do not understand why it was given a wintry look when the campaign was launched in summer.