New Delhi: The two-minute promise by the Maggi mom to her kids catapulted the Nestle-owned noodle brand into an overnight success story in India, making it the ultimate comfort food. As it turns 36, Maggi has tweaked its advertising strategy to highlight how parents are teaching their children key life skills, including cooking, as they venture out in the real world on their own.
Made by advertising agency McCann Worldgroup India, the new Maggi noodles campaign revolves around a story of a mother and her teenage son who is going to a hostel. The mother encourages him to cook a bowl of Maggi as she gives instruction over the phone. This campaign introduces the concept of ‘First Cook’ experience and celebrates those life moments, which help us grow up and take responsibility.
The objective of the campaign is to highlight how parenting is changing with the evolving times, preparing children to become independent. The simple act of cooking Maggi can be a powerful life lesson too.
“Indians love Maggi noodles and most of us have our favourite Maggi recipes and memories. From countless consumer conversations, we learnt that cooking Maggi noodles is often the first culinary moment for many people. For 36 years, moms have cooked Maggi noodles for their loved ones. This time, we found magic in a teenager trying to cook Maggi for the first time that makes this film beautiful," said Nikhil Chand, director, foods and confectionary, Nestlé India.
Launched on Star India-owned video-streaming platform Hotstar, the campaign will be launched across national and regional channels soon.
The food brand, which also offers products such as taste-enhancer Masala-ae-Magic and ketchup, is changing the way it speaks to consumers by making its advertising more inclusive and women-centric. Last year, it released a campaign 'Kuch acha pak raha hai' (loosely translated into something nice is cooking), which revolves around a story of a mother and son, wherein the mother encourages her son to let his wife work after marriage.
According to Naresh Gupta, strategy head and managing partner at advertising agency Bang in the Middle, feels that the new Maggi campaign is simple yet cute and delivers the message well.
“I like the way the characters of both mother and son are built in the ad. The brand has managed to capture the way conversations happen today between parents and children and done it with a huge dose of charm," he added.