Kissan: Sowing seeds of togetherness

The touching new 'Kissanpur' film from Kissan, created by Lowe Lintas, urges parents to break away from their laptops and share the joy of planting tomato seeds with their kids

Sarmistha Neogy | Mumbai | September 23, 2014

Click on the image to watch the TVC.

Owing to tremendous work pressures, parents today are compelled to spend not just weekdays but even weekends working on their computers or mobile phones. They end up compromising on the quality time they can spend with their children. As a result, kids engage themselves with the digital world at an early age and drift away from nature. Kissan's new 'Kissanpur' film, launched on the digital platform, propagates the philosophy that spending time together with loved ones is the key to the real joys of life.

The campaign, titled 'Real Joy of Togetherness', conceptualised by Lowe Lintas & Partners, encourages parents to team up with their kids to share the joy of planting tomato seeds and nurturing them to see them grow and bear fruit. The brand also wanted to highlight that, while the fruit of these plants will become ingredients for their kids' Kissan Ketchup, real happiness is in crafting memories of the time spent together.

Arun Iyer

Arun Iyer, National Creative Director, Lowe Lintas, said, “We have been associated with the Kissanpur platform for quite some time. Therefore, we decided to drive our conversations around things we deal with every day, like the 'menace of gadgets'. We saw that nobody has done anything about it; therefore, without getting direct by saying that 'gadgets are bad', we wanted to divert the attention of the audience and connect with them through nature. Our attempt was to leave a message subtly, without being hard-hitting.”

Abhiroop C, Category Head, Packaged Foods, Hindustan Unilever, said, "We can all start this change in our own houses. We need to curb the urge to flick out our phones or open our laptops on weekends. As adults, we need to be the change bearers, our kids will follow. The act of bringing smiles and spreading happiness will also help build a strong emotional connect for the brand with its consumers. Consumers would not only appreciate Kissan's real ingredients after experiencing nature, but would also build brand love.”

Thumbs up from creative leaders

KV Sridhar

KV Sridhar, Chief Creative Officer, Sapient Nitro, said, “It is a beautiful video and I felt the brand connect was extremely clear. It is really encouraging to see that brands are coming out of their way to engage with people in a selfless manner. Rather than promoting their product, brands are trying to touch the emotional chords of viewers. After this campaign, the perception of the brand becomes so much friendlier and closer to the family. I wish the duration of the video was a little shorter though.”

Saurabh Dasgupta

Saurabh Dasgupta, Executive Creative Director, Innocean, commented, “The film has been made based on some amazing insights. From nourishing a sapling to nourishing a beautiful relationship, everything has been weaved perfectly in this film. The video is also so relatable, because we all know that technology comes at a price. It has been stealing away from us some really precious moments in our lives. This film shows us that everyone has all the emotions inside them, the art lies in connecting with them. Coming from a food brand, which is all about nourishment, I feel the digital video has made a great connect.”

Pratik Gupta

Pratik Gupta, Co-founder, Director, New Business & Innovation, Foxymoron, remarked, “You would have seen how each brand tries to make its communication as unique and different as possible, and the brand which has the best story to tell connects with the audience immediately. This video has broached a very relevant topic and uses a beautiful storytelling method. However, I felt that the brand connect was made a bit late, otherwise it was a great video to watch.”

The philosophy of Kissanpur – about making consumers fall in love with real natural experiences – was born in 2012. Through Kissanpur, Kissan facilitates and encourages kids to experience nature by sowing seeds and growing real juicy tomatoes. Kissan, at the end of the campaign, takes the tomatoes from 100 kids shortlisted from the contest and uses these tomatoes to make its Kissan Tomato Ketchup. The winners are recognised for their efforts with their pictures featured on the ketchup bottles.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Kissan (HUL)

Client Team: Geetu Verma, Abhiroop C, Aanandita Datta, Rishi Murkya, Richa Saxena

Agency:  Lowe Lintas & Partners

Creative Team: Arun Iyer, Rajesh Doraiswamy, Ameya Kovale, Shalini Avdhani, Pankaj Kharode,  Hardi Pithva, Vitthal Kusumkar

Account Management: Anaheeta Goenka, Adhideb Ghosh, Mitul Shah, Anay Mapuskar

Planning: Rishabha Nayyar, Prashant Verma

Production House: Film Philosophy

Director: Vikramaditya Motwane

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