From brand to basket loyalty4 min read 10 Sep 2015, 07:41 AM IST
From all accounts, in a fast-changing consumption environment, brand loyalty is not a given
Last fortnight, Nestlé India launched a digital media campaign comprising three short videos on its official YouTube channel Meri Maggi to keep its noodles brand alive in public memory. The videos were shared on Twitter with the hashtag #WeMissYouToo, even as the Swiss packaged food company fought hard to get a clean chit from the courts and the regulatory authority for Maggi, banned by the food regulator three months ago. On 5 June, the Food Safety and Standards Authority of India asked Nestlé India to “stop further production, processing, import, distribution and sale" of nine variants of Maggi with immediate effect, saying they had been found unsafe for human consumption.
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