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BW Businessworld

So How Do You Like Your Maggi?

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Everyone has their own Maggi recipe in India — be it masala first or masala later, the soupy Maggi or a dry one, with veggies or without them. Butter, cheese and egg Maggi are some of the popular variations that you find on the menus of the local corner shops.

Celebrating this unique positioning of Maggi, Nestle’s instant noodles brand has launched television commercials around different Maggi recipes in the ‘Khushiyon ki Recipe’ campaign. The commercials focus on the most common Maggi recipe that the youth in India relates to – Mom’s recipe. Moving on from its ‘2-minute noodles’ and ‘Meri Maggi’ positioning, this is the first time the brand has acknowledged the different recipes of Maggi in its new campaign by Publicis with a spotlight on the mother-child bond.

Partha Sinha, director and chief strategy officer, Publicis, says, “With years, the work on Maggi is becoming more and more fundamental. We were looking for one such fundamental truth and we figured that ‘hunger’ probably is the most primal bond between a mother and a child.”
The film, directed by Vinil Matthew, strikes a chord with Maggi lovers as it explores the familiar bond between Maggi and Moms. Bobby Pawar, chief creative officer, Publicis, says, “Once we had a powerful fundamental insight, the job of the creative was to tell a story in current cultural shift.”  

(This story was published in BW | Businessworld Issue Dated 06-04-2015)

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