ï»ż

Top Story

Home >> Advertising >> Article

Maggi's tweaked ad recipe - delicious or not?

13-July-2018
Font Size   16
Maggi's tweaked ad recipe - delicious or not?

From two minutes to 35 years, the iconic brand Maggi has been a part of everyone’s lives. Be it as a midnight snack or as a saving grace during hostel days, consumers have many memories they associate with the snack. Its advertising over time too has been iconic, catchy and memorable. From Maggi moms to recently roping in actor Manav Kaul and driving home the message that everyone should cook, this transition by the brand is interesting. The recent ad has gone viral and seems to have resonated well with the consumers.

The brand’s ad journey

Who doesn't remember the jingle 'Maggi Maggi Maggi' in a singsong voice? It all started with the 'two-minutes' promise. The brand almost refrained from celebrity endorsement in its initial years. For a brief period, it did rope in Preity Zinta to promote the Maggi family packs. However, there was always a focus on mother-child relationships. It was like the mother-child are the celebrities for Maggi.

Everyone remembers the brand's fun and quirky commercials with catchy tunes and taglines. When there occurred a conflict in the nation's love-story with the snack, it did decide to be more transparent. And reflected that in their advertising too. The instant noodle brand Maggi opened its factories and kitchens for consumers and showcased the product journey, right from procurement of raw materials to manufacturing, and the role it plays in your diet. And now, yet again the brand has taken consumers by delight as it goes from Maggi moms to 'Everyone should cook'.



The creative

The ad shows a son teaching his father how to make Maggi. The role of the father has been portrayed by popular actor Manav Kaul. The 35 second spot shows that when the father asks his son why he is getting a cooking lesson, the son replies, 'So that the next time Mom is late while returning from office and food is not ready, you don't get upset with her'.

Hits and misses

The creative is simple, touching and relatable. And the execution takes it a notch up by ensuring that the simplicity of the idea is not lost. It takes on gender stereotypes in a way that makes our hearts melt and is sure to echo the sentiments of millions of mothers.

It's apparent that Maggi is changing the way it speaks to its customers. And with this ad they reinforce it even stronger as they attempt to make the kitchen space gender-neutral. Of what we know, the "Maggi Mom" was able to juggle her workplace and domestic responsibilities because of the snack. And now as times change, we're glad that the brand is creating a dialogue about issues that matter so much to these darling moms.

Credits
Brand: Nestle
Product: Maggi Noodles Masala
Agency: Publicis
Production House: Curious
Director: Vivek Kakkad
Associate Director: Aarati Kakkad.
Producer: Shahzad Bhagwagar
Cinematographer: MichaƂ SobociƄski

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Dhoni will build awareness about digital payments through a campaign that will aim to educate consumers about the convenience and safety of debit cards

Adidas and Hima Das will work together to inspire young athletes to create positive change through the power of sport

The SVOD Bengali OTT player will soon enter UAE and Bangladesh and introduce a new monetisation channel for India