MAGGI Turns 35 - Rolls out new thinking under ‘Kuch Achha Pak Raha Hai’

The most iconic food brand in India, MAGGI has turned 35 years. MAGGI began its journey in 1983, with the launch of MAGGI 2-minute noodles. Since then MAGGI has brought about constant innovation in the food category through a host of launches in a number of categories, such as the taste-enhancer ‘MAGGI Masala-ae-Magic’, MAGGI Tomato Ketchup and Hot & Sweet, MAGGI Vegetable Atta Noodles, and many more.

Over theyears, MAGGI has become a much-loved brand across the country. In-sync with thechanges in society, MAGGI aspires to embody contemporary thinking byrecognizing the larger impact women have on the society. Along these lines, onthis Women’s Day, MAGGI rolls out its new campaign “Kuch Achha Pak Raha Hai”that recognizes the changing status of women (http://bit.ly/2IdXMsi

MAGGI as abrand believes that cooking does not stop in the saucepan. The simple act ofcooking does not just make us more curious, creative and empathetic, it alsoteaches us independence, resourcefulness and awareness. Through “Kuch AchhaPak Raha Hai” MAGGI aims to drive advocacy on this thought, supportedthrough multiple initiatives. 

Forstarters, MAGGI will launch a new campaign to reveal this thought with MAGGI‘Masala-ae-Magic’. The ad revolves around a story of amother and son, wherein the mother encourages her son to let his wife workafter marriage. This campaign makes the point, just as recipes are changing, soare relationships. 

Another keyinitiative as part of this changing MAGGI, is a campaign where we willbe opening up “our kitchen”, branded “From Our Kitchen To Your Kitchen”, whereconsumers will be invited to learn about our products and how they are made. 

Speaking on the roll out Mr. Maarten Geraets, GeneralManager, Foods, Nestlé India said “Our consumers are seeking moreinformation on our products than ever before, and this campaign will allowconsumers to get the understanding they seek. MAGGI aims to show-case theproduct journey, right from procurement of raw materials to the manufacturing,and the role it plays in your diet. The style of storytelling is aimed ateliciting interest amongst consumers and inviting them to ask any question.This campaign will leverage our 24x7 Consumer Engagement Services team and ourdigital asset – www.maggi.in. We are very happy to have partneredwith Rocky and Mayur to make a series of digital films as part of thiscampaign.


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