Arati Rao
Jan 03, 2011

Maggi looks to consumers for new flavours

WATCH the 'Me and Meri Maggi' campaign, created by Publicis Capital

Maggi looks to consumers for new flavours

Maggi Noodles completed 25 years in India last year, and the response to the 'Me and Meri Maggi' campaign generated a whole new line of thought, and in turn, three new flavours. Shivani Hegde, general manager-Foods, Nestle India, explained, "Consumer feedback plays a critical role in  our  marketing strategy and we continuously keep  listening to the consumer and  getting into their lives, to identify the 'Moment of truth'. We had earlier launched an innovative advertising campaign ‘Me and Meri Maggi’ to celebrate the emotional relationship Maggi has with consumers where we allowed the consumer to own the brand and talk about their unique experiences with Maggi. The inspiration for the new 'Me and Meri Maggi' range came from the consumers, and from their overwhelming response to this campaign."







In the story for "Thrillin' Curry", three girls lost in Ladakh find some help with the help of Maggi. In "Tricky Tomato", a mother manages to trick her sons and keep her bowl of Maggi. In "Romantic Capsica", an elderly man manages to charm his irate wife, with Maggi playing Cupid.   Emmanuel Upputuru, national creative director, Publicis Capital, said, "This is the second phase of the hugely successful campaign 'Me and Meri Maggi'. The campaign started last year when Maggi was celebrating 25 years of Maggi Noodles in India. And we realised that the child who was the Maggi Noodles' consumer then is today a Maggi mother. And then when we went online we saw thousands of stories- consumers associating their memories with Maggi. It just demonstrated their love towards the brand. So we just did the next correct thing. We asked the consumers to share their stories. We got over 30,000 stories. Now was the time to return the love. Since Maggi had made for so many stories, now the stories will make for new Maggi flavors ie the Maggi stories would inspire the new set of Maggi flavors. Thus the idea: 'Maggi se bani aapki kahaniyan, aur ab aapki kahaniyon se bane Maggi'." 

Ritu Sharda, senior creative director, Publicis Capital, added, "We realized that there were a huge cluster of Maggi stories that were adventurous, naughty and romantic. This gave birth to the three flavors: the adventurous stories inspired a spicy flavor that we named "Thrillin' Curry", the naughty stories inspired a khatta meetha tomato flavor that we named "Tricky Tomato" and the romantic Maggi stories inspired an aromatic capsicum flavor that we called "Romantic Capsica". The television commercials were consumer stories, one picked from every respective cluster that best represented the mood."


Agency: Publicis Capital

National Creative Director: Emmanuel Upputuru

Executive Vice President: Ashutosh Sawhney

Creative Director: Mohit Tomar 

Writer/Sr. Creative Director: Ritu Sharda 

Writer/Asso.Creative Director: Sudhir Das

Associate Creative Director: Sunny Johnny 

Senior Account Executive: Aurnob Godhino 

Production house: Nirvana Films

Director: Ram

Campaign India