Since returning to the market after a ban and recall in India last year, Nestlé’s Maggi noodle ads have rightly played on feelings such as nostalgia, loss and the joy of rediscovery. A new ad, launched last month as part of a “Nothing Like Maggi” campaign, adds to these themes as a middle-aged man tries to impress his wife with his cooking skills for a candlelit dinner at home.
He’s awkward and wobbles in the kitchen, as he remembers the couple’s first date and asks his wife how to find the pot and turn on the stove. But he manages to do so and comes out with a large bowl of Maggi to find that his daughter has also joined his wife, both unsure of her culinary abilities. As mother and daughter quickly savor the noodles, he says, “I haven’t lost the magic touch.” His daughter then corrects him: “It’s not you, dad. It’s Maggi.”
According to Maarten Geraets, Managing Director (Food), Nestlé India, Maggi noodles play various roles in people’s lives and have established special relationships and strong emotional bonds with consumers. “Maggi noodles belong to consumers and our recent and current campaigns revolve around these emotions.”
He points out that the “Welcome Back Maggi” campaign, when Maggi was relaunched in November last year, “reflected the emotion and joy that consumers of all backgrounds and ages felt upon his return.” In the aftermath, the current campaign, adds Geraets, “brings to life the various roles that Maggi plays in the consumer’s life, both emotional (reliving college life / impressing the better half) as well as functional (the only thing she does). he can cook and present with confidence). “
The campaign is aptly titled “Nothing Like Maggi,” he adds. Citing an example, he says: “One of the TVC (TV campaign) shows former college mates returning to their hostel and reliving the fun and fun times with Maggi Noodles playing a key role in the memories. new TVC similarly presents a man trying to impress his wife and how Maggi noodles play an important role. “
Advertisements for these campaigns are shown on various media, including traditional and digital television. The campaign is supported by strong ground-level and point-of-sale hardware initiatives, Geraets says.
Interestingly, the multitude of announcements leading up to and following Maggi’s return to the market have so far not focused on young children. When asked if the target audience has changed for Maggi and if he is facing a drop in confidence, especially among mothers, Geraets maintains that Maggi noodles are loved by all family members and everyone. age groups. “It belongs to the family.
For the Maggi relaunch campaign, Nestlé India joined McCann World Group while Publicis Worldwide remained the advertising agency for the noodles. For this particular ad, the briefing to McCann was straightforward, says Geraets – “Bring out Maggi’s role in the consumer’s life in a powerful and emotional way.”
The size of the instant noodle market in India is estimated to be over Rs 4,000 crore. Maggi has long benefited from the lion’s share. Its market share fell by nearly half following last year’s controversy over claims of excessive lead in the product, Nielsen data recently suggested. Maggi’s figures slipped to 42% in January, from 77% the year before. However, it regained its number one position last month, ahead of ITC Foods’ Sunfeast Yippee, which holds a 33% share. While Baba Ramdev’s Patanjali Atta Noodles made an entry, seeing a window of opportunity at the end of last year, brands such as Nissin’s Top Ramen and Cup Noodles, Ching’s Secret, Wai Wai and Knorr have gained traction. ground.
According to the Brand Trust Report, recently released by Mumbai-based TRA (formerly Trust Research Advisory), Maggi may have taken the lead, with the brand ranking 65th on the list this year – a welcome jump of 42 positions by compared to 2015. It would seem the multitude of advertisements helped the highly regarded brand turn the tide.
Mark: Maggi noodles
Budget: Rs 10 crore
Agency: McCann Global Group