Maggi celebrates everyday togetherness in new India campaign

Maggi has unveiled a new campaign titled ‘Me and Maggi: So good together’, focusing on the role the brand plays in nurturing warmth, connection and togetherness. Anchored by a new television commercial, the campaign reflects how a familiar bowl of noodles continues to bring people closer, even as daily life grows increasingly fragmented.

The film presents a series of everyday situations where people live alongside one another but drift emotionally apart. Families share the same home yet remain absorbed in separate routines. Couples spend time in the same space but miss meaningful moments together. Parents, children and friends often move through their days without fully connecting. Beneath these experiences, the film suggests a shared longing for closeness and comfort that persists quietly.

Maggi is positioned as a catalyst that bridges these emotional gaps. Through its recognisable aroma and familiar taste, the brand becomes a shared experience that draws people together, creating moments of reconnection. Rather than focusing on consumption alone, the narrative places Maggi within everyday rituals that encourage conversation, warmth and shared presence.

The campaign builds on Maggi’s long-standing association with Indian households, presenting the product as a constant through changing times. It reinforces the idea that food can serve as an emotional anchor, helping people pause and reconnect amid the pace and distractions of modern life. The storytelling avoids dramatic contrasts, instead relying on subtle, relatable moments to underline its message.

Rupali Rattan, director, foods at Nestlé India, said, “For generations, Maggi has stood for warmth and connection. With this campaign, we’re celebrating that simple yet powerful truth.” She added that as a brand present across Indian homes, Maggi continues to focus on bringing people closer, regardless of how life may pull them apart. According to Rattan, the campaign reflects the belief that happiness is found in togetherness, often shared over a bowl that is familiar to everyone.

Prasoon Joshi, ceo and cco at McCann Worldgroup India and chairman at McCann Asia Pacific, described the campaign as emerging from a broader cultural insight. “In our hyper-connected world, human connection has quietly thinned,” he said. Joshi explained that the idea goes beyond food advertising, reflecting a deeper societal longing. The film suggests that even simple, everyday rituals can hold emotional significance in a world shaped by constant noise and digital distraction.

The campaign is set to roll out across television, digital and social platforms. Alongside the main film, it includes interactive social content and real-world experiences designed to extend the conversation around togetherness. Each touchpoint aims to reinforce the central idea that shared moments, however small, remain meaningful.

‘me and maggi: so good together’ continues the brand’s strategy of emotionally driven communication, aligning Maggi with moments that matter rather than occasions alone. By focusing on human connection rather than changing lifestyles, the campaign seeks to remain relevant to a broad audience while staying rooted in everyday Indian life.