Nestle India, which had announced its support for girl child education NGO Project Nanhi Kali with a film earlier this month, will also change the packaging of three of its brands for the same: Maggi, KitKat and Nescafe.
Through the initiative conceptualised by Famous Innovations, 10 crore packs of the three food and beverage brands will carry the #EducateTheGirlChild, URL NanhiKali.org and also sport customised versions of their taglines to support the cause (see picture above).
Packs of Maggi will say “2 minutes for education” instead of “2 minute noodles.”
KitKat has changed the visual accompanied by the line “No break from education”.
Nescafe's tagline “It all starts with a Nescafe” moves to "It all starts with education” on the special packs.
The special packs will hit stores this week, informed an official statement.
Suresh Narayanan, CMD, Nestlé India, said, “Brands are built by earning the love and trust of consumers over time. Every time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers. They are therefore invaluable assets, protected and treasured by organisations. We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Girls with access to education not only improve their own lives but also bring changes to their families, communities and economies. This is Nestlé India’s humble way of making a small yet deeply felt contribution to a cause that is important and vital to our society.”
Project Nanhi Kali is an initiative by KC Mahindra Education Trust and Naandi Foundation.
Sheetal Mehta, trustee and ED, Project Nanhi Kali, added, "When Famous first presented the idea of changing brands' permanent properties to us, it seemed like a daunting task. Brands hold their taglines very close to their heart, and some of these are decades old. But thinking of the value it would create when these packs reach the homes of consumers, we decided to put our might behind it. Our cause will make it into millions of kitchens with this initiative and we see it creating significant impact on girl child education in our country."
Raj Kamble, founder and CCO, Famous Innovations, said, "We were thinking of ways to increase corporate engagement for Project Nanhi Kali and we found ourselves wondering - what can corporate brands contribute with, other than just money? 'Taglines' was the simplest, yet the most daring of answers. The one asset that any brands holds dearest to its heart and closest to its name. We salute Nestle India and Project Nanhi Kali for this bold step towards educating girls in India, a cause that we all know needs urgent attention."
The initiative will be amplified via TV, OOH, print, digital and on-ground activation.
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Watch the film conceptualised by Havas Creative Group India here