Promotions

Main target audience for kissan jam: Kids,Mothers and the youth

Positions itself as: Healthy and wholesome snacks for kids

For this it has done various promotions:

ATL communications(catering to mass media-TV,print,internet etc.)

2 very popular print ads:

Law of appetite

Target: Mothers

Message: The eatability of breakfast is in direct proportion to the rising level of appetites which is again in direct proportion to the volume of kissan jam spread on the toast.

Objective was to position kissan jam as a healthy snack and beneficial for kids by talking about the importance of breakfast and relating it to kissan jam. 

Roti disappears with kissan jam:

Target: Mothers

Tagline: There’s a lot more you can do with jam

Message: The idea was to let consumers know about the other uses of kissan jam,other than just with bread. So the ‘roti roll’ was introduced. 

Kissan also started the 100% real fruit campaign

Target: Mothers

Message: Positioning Kissan Jam as a healthy and nutritious snack for kids

Kissan Jammy advertisements: Using Rahul Dravid to endorse the brand

Target: Kids

Message: This was done when Rahul Dravid was in his peak form and had a big fan following. The idea was to create a perceived value for consumers. 

The Kissan Roti Roll Campaign became very popular. It turned out to be a solution for the tiffin problem of moms.

Every night between 10 and 11 PM, after dinner, cleaning up and putting her kids to bed, Mom watches her favorite prime-time soaps. This is also when she plans for her kid’s tiffin the next day. Short format episodes were created based on the funny excuses kids make for not eating their tiffin featuring a popular TV mom & kid duo. They were played between 9 & 11 PM, for 6 weeks. The episodes were also deployed on popular digital platforms like YouTube, Mira by VuClip, MSN and Sify. Print ads were deployed to catch her while relaxing with a newspaper after the morning rush of kids and husband leaving for school. Since mobile is her constant ally and internet is where she goes for answers, all communication led Moms to a tiffin recipe destination via Facebook.

 Message: Tiffin is a stress point for mothers. Kids don’t like eating healthy and nutritious tiffins that Mum’s pack for them. Hence they targeted tiffin as an opportunity by presenting a solution to mom’s tiffin problems. Hence were born the Kissan Rolls. 

Below the Line Communications(cater to niche market by using design,direct marketing,packaging,sales promotions(gifts and discounts) etc.

Free gifts:

Jam Packed Fun Moments is an interactive jam box designed for the Kissan brand by the Studio ABD to empower kids to make smarter eating choices. In addition to two fruity jars of jam, the boxed set includes a jungle-themed board game that gets kids engaged about healthy eating. The board game is set up in the style of Snakes & Ladders, where kids will go on a journey with the playful brand character Columbus.

Sales and discounts:

Pack of 3 combo discount: