Radio Mirchi recently unveiled a new campaign for Maggi. The campaign was created with a mix of traditional and contemporary media. Conceptualised by Yral- a joint venture between AdLift and YouWeCan Ventures, cricketer Yuvraj Singh’s initiative, the campaign has managed to reach a large audience.
Creating a connection between advertisers and celebrities, the campaign witnessed considerable traction across social media platforms, especially Twitter. The campaign ran for two days (Aug. 31- Sep. 1) and the duration for the trend was 5 hours on 31st August and 1st Sept, covering cities like Delhi and Mumbai and then trending all over India reaching over 5.5 million people, creating over 26 million impressions with 4063 posts making the round on Twitter.
Speaking about the campaign, Prashant Puri, co-founder & CEO, Yral said, “The campaign worked really well as it created a lot of curiosity as to where and what happened to the “Mirchi” factor of the brand Radio Mirchi. This got a lot of people on Twitter talking. Celebrities, the likes of Rhea Chakraborty, Hazel Keech, Krystal D’zousa, Surveen Chawla, Anusha & Shibani Dandekar got curious about it and tweeted about the same. A contest was run, guidelines were shared as to the when and how long the contest would run, and the rules and regulations for the same.”
On being asked about the synergy between traditional and contemporary media, Puri added, “The overall goal for any brand campaign – whether traditional or digital/contemporary is to drive brand awareness. In a very short amount of time (2 days), Twitter was set abuzz – attracting over 23 million impressions – which was a huge success.”
Nitin Singh, Regional Director (N & E), Radio Mirchi said, “Finding Mirchi has been one of the most innovative campaigns we have launched this year. The digital response to the campaign has been overwhelming by making it to the top digital trend in India on all campaign days. We, at Radio Mirchi, believe at crafting more cutting edge holistic solutions for our clients and it was a delight to have Nestle India to come aboard for this unique initiative”.
Recently Nestle India reported a net profit of Rs 230. 84 crore for the second quarter ended June 30. Nestle India has reportedly said it has regained leading market share after growth in India turned positive in June after the re-launch of Maggi noodles. Before being banned by FSSAI (Food Safety and Standards Authority and India) last June due to alleged food safety issues, Maggi owned 80 per cent of the Rs 4,000-crore instant noodles market and contributed around 30 per cent to Nestle’s Rs 9,800 crore domestic revenue.