Nestle Maggi is an attractive account for any agency. And HTA is no exception. However, HTA has to let the account go. At least that's what the industry grapevine has to say. And that's also exactly what's been in the news. But what hasn't been in the news is that Nestle wasn't keen on moving the account from HTA.
The reason cited by industry watchers is that HTA has done some fine work for Maggi, which includes the 'Mummy! Bhook Lagi' (Mummy! I'm hungry) campaign -a successful canvas. And since Nestle is happy with the agency that has virtually built the Maggi brand, it's not too keen to let it go. But, the development is a result of Knorr and JWT's global alignment. 'Knorr', another brand that has a product line quite similar to that of Maggi, has moved to HTA, and since two competing brands cannot be handled by the same agency, Maggi has to be moved.
The Maggi account includes its 2-minute noodles, sauces, soups and seasonings, and is estimated to be around Rs.12 crores. And this Rs.12 crore account is supposedly moving to Publicis.
Top management at HTA is silent on the matter. However, sometimes it is far easier to comprehend the silence.