Nestlé India has released a campaign featuring Bollywood actor Madhuri Dixit Nene for its instant noodles brand Maggi. The campaign conceptualised by Publicis Capital targets mothers and focuses on the sedentary lifestyle of their children.
A couple of kids playing video games are surprised by the noise of someone playing in ‘their’ ground. They discover that it is their mothers. They go down to the ground and one of the boys, Nene’s son, confronts them saying the ground belongs to the kids. This leads to a ‘challenge game’ of soccer between the mothers and kids. After a lively game, Nene’s son says he’s hungry and asks his mother for something tasty. She asks him to wait for two minutes. Nene’s voice over informs that Maggi veg atta noodles with ‘Grain shakti’ has the fibre qualities of three rotis. She signs off with saying, “Health ko mazedaar banane ka ek aur tarika” (One more way to make health fun). The film ends with Nene and her son relishing bowls of Maggi noodles along with other kids.
Shivani Hegde, general manager (foods), Nestlé India, said, “Physical activity and healthy diets are two very important ingredients for health and the big challenge for mothers today is how they can make the combination of activity and nutrition a natural part of daily life. Some mothers are certainly trying to encourage their children to go out and play, but most of the time it is a constant battle for them. Kids on the other hand find the pursuit of health very boring!”
“The question for us was to see how we could use our expertise and our insights about human behaviour and consumption preferences to help mothers make their kids healthy. The answer came with the simple concept ‘Health ko mazedaar banaao’. Using this as the central idea, Maggi will now lead the way to inspire kids and support mothers to make the pursuit of health enjoyable,” she added.
The brand will also undertake on-ground initiatives targeting mothers and kids across the country, it said in a statement.
Client: Nestlé India
Creative agency: Publicis Capital