Maggi explores mother-daughter bond with 'hunger'

Maggi Noodles has rolled out its latest brand campaign for its line of Masala noodles. The campaign consists of two TVCs and has been conceptualised by Publicis.

The campaign celebrates the age old bond between mother and child with a twist.

One film begins with a mother helping her daughter pack. Upset, she asks her daughter why she has to live in a separate house even though she lives in the same city. The daughter answers this by telling her mother that she needs to become independent. The mother, who is visibly upset by this, tries to persuade her with some good old fashion emotional blackmail by telling her, “maa ki kya zarurat hai” (What need do you have for a mother). Upset by this, the daughter says she expected that the mother would understand the reason. Asking her to forget about it, the mother offers to make her food to which the daughter says that she would do it herself. The film shows us the daughter attempt to make Maggi, as the mother who is sidelined offers her help. Once the meal is ready, the upset mother once again asks the daughter why she has to do all this when she could just come home to eat. The daughter urges her to try the food following which the mother realises that the meal tastes exactly like the one she makes. The film ends with the daughter reassuredly inviting the mother over to her new house every time she’s hungry.

The other film begins with a young girl walking into her house in tears because she was being teased for having the name, Rajkumari (princess) at her new home. Upset, she asks her mother why she named her Rajkumari.

In an attempt to pacify the young girl, the mother makes her favourite Maggi even though the daughter insists on the fact that she isn’t hungry.

Once the meal is ready, the daughter can’t help resist the temptation to sit on the table and eat some her special Maggi.

The mother at this point asks the girl, why she calls the Maggi special to which the girl responds that, “you call something special, special.” The mother also reminds the daughter that you call a princess, a princess. The film ends with the girl smiling and going back to enjoy her meal. 

Partha Sinha, director and chief strategy officer, Publicis, said, “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."

Bobby Pawar, director and chief creative officer, Publicis, said, “Once we had a powerful fundamental insight, the job of the creative was to tell a story contexted in current cultural shift. We came up with two stories that demonstrates the power of hunger bond. The context is always modern, the content is always universal. That’s Maggi for you."

Credits:
Client: Nestle
Creative agency: Publicis  
Creative:  Bobby Pawar, Joy Mohanthy, Sindhu Sharma
Strategy: Partha Sinha, Gulshan Singh, SomeshwarMehra
Account management: Hemant Misra, Sreekumar Balasubramanian, Gagan Sharma 
Production House: Breathless Films
Director: Vinil Mathew
Producer: Swadha Kulkarni