Farming on Mumbai's busy streets? HUL’s Kissan makes it possible

Kissan's billboard displays have dozens of tomato plants living and growing on them, taking its core proposition 'Experience real' to OOH

e4m by Priyanka Nair
Updated: May 7, 2013 7:56 PM
Farming on Mumbai's busy streets? HUL’s Kissan makes it possible

After the success of the first phase of the Kissanpur campaign, Kissan Ketchup, the brand from the house of Hindustan Unilever, has rolled out an interesting second chapter.

Recently, the brand undertook a series of interactive initiatives involving thousands of children to communicate its core proposition ‘Kissanpur – Experience Real’. The second phase of the campaign is aimed to reach a larger audience; the brand has undertaken a 20-day outdoor campaign in Mumbai.

The OOH initiative is innovative, mirroring all other communications that it kicked off. In fact, with an objective to push the envelope, the brand has gone a step further and added the ‘experience real’ communication to the outdoor space as well. It has shunned the atypical OOH route of mock-ups, inflatable and motorised movement, etc.

Along with Arena – the OOH agency for Unilever in India – the brand brainstormed for days in order to come up with something that touches the consumer in a unique way and helps them realise the importance of the message ‘experience real’. The outcome of this rigorous brainstorming was an idea that took on one of the boldest OOH execution strategies to create a living and growing billboard right on the busy streets of Mumbai.

Three spots were selected in Mumbai for their visibility and high traffic pass-through – Juhu, Mahim Causeway and Peddar Road – effectively covering Mumbai.

Commenting on the campaign initiative, Rachana Lokhande, Business Director, Lintas Media Group said, “In the busy clutter city landscape today, it is difficult to see greens. Moreover, bringing live experiences on outdoor media formats is another challenge. We undertook a study on the entire process of growing tomatoes. This took two and half months. Once we were confident that we can go ahead, we created this larger-than-life display.”

A lot of effort was put behind to convert this idea into reality. Farmers were contacted months in advance to propagate tomato plants in planters and this was planned to have the plants ready for the billboard in time for Earth Day. The billboard structures were prepped and readied to display dozens of these planters that were coming straight from farms. Backlit boxes and pot holders were welded into place based on sketches created by Arena.

The three sites are now not just a static OOH media, but a living and fruiting piece of real estate. Unlike a normal OOH innovation, these three sites require daily attention and care. Special teams fan out every day to water and report the health of these plants. The transformation of green tomatoes to ripe, red juicy fruits will be an experience for city slickers as they see this happening in front of their eyes.

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