Maggi launches # WelcomeBackMaggi videos; resumes production in all plants

The latest communication conceptualised by McCann Erickson captures the joy of having Maggi back in the market

e4m by Sarmistha Neogy
Updated: Dec 2, 2015 8:32 AM
Maggi launches # WelcomeBackMaggi videos; resumes production in all plants

Early this week, Neslte India informed Bombay Stock Exchange, that the company has resumed manufacturing of Maggi noodles at its Tahliwal factory (Himachal Pradesh). With this, the company has resumed manufacturing of Maggi noodles at all the five Noodle manufacturing facilities.

On this occasion, the brand has released series of online videos titled #WelcomeBackMaggi which have been conceptualised by McCann Erickson. The film captures the joy of having Maggi back by highlightinginstanceslike a dhaba owner stating that the glitter is back, referring to the return of Maggi, or hostel girls back in the kitchen cooking their favourite snack at night or how the product has always been an integral part of every bachelor’s life.

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Expert view: How effective is Maggi’s re-launch communication?

Commenting on the brand’s re-launch communication strategy, KV Sridhar, Chief Creative Officer, Sapient Nitro said, “Maggi has been building it up in a nice way, from starting with ‘Missing Maggi’ to mothers reassuring that what they have been doing is correct and now celebrating after the product is back. It is like a chain and strategically they have completed the loop. It is a well-planned and well-executed campaign, which the brand has done without over-stretching it.”

Anshul Sushil, co-founder, Boring Brands cited, “The latest videos #WelcomeBackMaggihas been built on interesting insight and have been targeted at consumers or places where Maggi is consumed the most, like bachelors, kids, college hostel or a dhaba. The videos highlight the joy of having Maggi back and spreading happiness becausethat is what the brand has always stood for. Talking about the brand’s overall communication strategy, I am glad that they didn’t go the technical way, like using celebrities and explaining the problem. Nestle took an emotional yet a fun way to connect with the new age generation. The brand has understood the strengths and has played on it successfully, without being defensive.”

According to Saurabh Dasgupta, ECD, Innocean Worldwide, “The brand has worked on nice insights and have captured the bonding between the loyalists and Maggi. But I feel that it will take some time to get back to that level of trust which people initially had on the brand. Coming back on the shelves is one thing, but getting the trust of the consumers back is a completely different thing. Also the reasons why the product was banned were not actually pleasant ones, so there was a breach of consumer trust and trust always forms an important part of our human psyche.”

Route taken:

All the communication comes on the back of Maggi returning to the Indian market after a gap of five months. Maggi had to face a nation-wide ban after it was found containing more than permissible limit of lead in the samples. In August, Bombay High Court lifted the ban but asked the company to get the samples tested before it starts selling the products.

After High Court lifted the ban, Maggi started with a series of #WeMissYouToo videos and aggressively pushed it on the digital forum. The videos highlighted the plight of young people who have been surviving without their favourite snack for months. It ended with the protagonists asking ‘When will you be back? We Miss You Maggi!”

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After Maggi returned to the shelves, the company launched their ads targeting mothers who have fed their children the snack over the years. The ads talk about their belief in the brand and how it has managed to live up to it, inspite of the crisis trying to mar the brand’s reputation.This part of the communication stressed on the reassurance that the brand is totally safe for consumption. It even partnered with Snapdeal and organised flash sale to make it available online during the festive period.

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