Wai Wai, the noodles brand from CG Foods has released its maiden TVC and launched a new 360 degree ad campaign. Based on the core brand positioning of ‘Munch It! Soup It! Lunch It!’, the campaign showcases the versatility and taste edge of Wai Wai, besides creating a strong connect with its primary audience, the youth.
Nirvana Chaudhary, Managing Director, CG Foods says, “Wai Wai’s popularity has always been driven by the youth, they have been our salient brand ambassadors. For the brand, its demand has always far exceeded supply. With the launch of the new TVC, we are now ready to reach out to a larger base and cater to every corner of India”.
GP Sah, CEO, CG Foods says “The biggest strength of Wai Wai is undoubtedly its taste. The creative idea behind the campaign is to leverage its strength and emphasize it as a total go-to food - a ready to eat snack, soup or a meal. Through the new campaign, the brand is set to become the newest category disruptor”.
Colvyn Harris, CEO Harris-Mint – CG Foods' Strategic Advisor says, ”We have a comprehensive strategic roadmap ahead for the brand. Intent is to be the leading brand within the next 3 years, in the markets we operate in. The campaign articulates Wai Wai as the category differentiator in the mature instant noodle segment, making it unique with Munch it! Soup it! Lunch it! as our benefit led framework which unique and differentiated. We are looking at two clear market segments - mainstream India and Digital India with a dominant online presence.”
Part of the multinational conglomerate CG Corp Global, CG Foods has seven manufacturing plants across India including Guwahati, Purnea, Sikkim, Rudrapur, Silchar and Chittoor. It manufactures 2.3 billion packets of Wai Wai annually, and it is being sold in 32 countries.
The best-known product under CG Foods is Wai Wai instant noodles. Other noodle brands include Wai Wai Quick, Bingo, Tenz, Mama, Soaltee, MiMi, Sathi and Rin Tin. Further, fried snacks, wafers and potato chip brands include Kwiks, Tic Tic and Zoom. In beverages, Rio fruit juice and Thist PINepal Ice & Rio natural spring water are popular in the region.