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
