Campaign India Team
Nov 06, 2015

Maggi warms up to mothers, reiterates safe stance ahead of market return

Watch the ad films conceptualised by McCann Erickson here

Maggi has rolled out a campaign following the announcement of it being safe to return to the markets.
Conceptualised by McCann Erickson this campaign consists of multiple films, including two in Hindi and one in Tamil.
One of the films (above) shows a lady talking by a balcony. She says when Maggi was questioned (for safety) in the media and in her neighborhood, she wondered how was this possible as her mom fed her Maggi since she was a child, and she's done the same for her children. So would this mean two mothers were wrong? She reveals that when she got to know that Maggi has passed the safety tests, it felt good because she and her mother, were both proven right. The film ends with a super, 'Your Maggi is safe and has always been.'  

Another film features a lady sitting at a dining table. She talks about her son (Sonu) and how he would come in late at night to the house quietly to cook Maggi. She says that even though he would do all this quietly, she was aware about it, as nothing can escape a mother's attention. But, she would let him do the cooking and eat it, without stopping him as children require some space. Also, she wouldn't stop him because eating Maggi would mean that Sonu isn't going to sleep hungry. She goes on to add that when Maggi's safety standards were questioned, she felt that she was doing something incorrect by letting him eat it at night, that too for so many years. But now, with Maggi being proven safe, it's not only Maggi that has passed, it also feels like she has passed a test. This film too ends with the 'safe as ever' message. 
Client: Nestle
Brand: Maggi
Creative agency: McCann Erickson
Campaign India

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