Unilever had a small presence in the food space in the early 90s until they bought Kissan from UB in the mid-90s. The ready to eat packaged food market was just taking off and was a ready help for mothers who did not want their kids to miss out on nutrition in the humdrum of everyday life.<\/p>\n\n\n\n
Kissan\u2019s advertising focused on the product (jams & ketchup). The key challenges then were to create a distinct differentiator and identify a brand ambassador. So while Kissan jam was promoted with a differentiator that it was made with 100% fruits, it still needed a boost to communicate the positioning with an ambassador.<\/p>\n\n\n\n
Rahul Dravid had debuted in the mid-90s. He was the unassuming, calm & composed star, not the flashy type. He had developed a reputation for being an understated \u2018nice boy\u2019 too. Given his personality, people did not expect him to be naughty!<\/p>\n\n\n\n
Lintas, led by creative director Balki, cast Rahul in a role directly contrasting to his image. He took multiple avatars as a person who desperately wanted his Kissan jam. Noted Malayalam filmmaker VK Prakash shot this film in Chennai.<\/p>\n\n\n\n