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Maggi's tweaked ad recipe - delicious or not?

13-July-2018
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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: Michał Sobociński

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