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Nestlé India changes packaging of Maggi, Kit Kat and Nescafé for the girl child

The new taglines --‘2 minutes for education’, ‘no break from education’ and ‘it all starts with education’-- conceptualised and facilitated by Famous Innovations, support Project Nanhi Kali to educate the girl child

BestMediaInfo Bureau | Mumbai | September 28, 2016

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Nestlé India, in a first-of-its-kind move, has changed the packaging of three of its most iconic brands -- Maggi, Kit Kat and Nescafé. The changes, conceptualised and facilitated by Famous Innovations, has been made to support education of the girl child in association with Project Nanhi Kali, an initiative by K C Mahindra Education Trust and the Naandi Foundation.

In the new avatar, the brand will change its most recognised and loved properties to support the cause. Maggi has changed its tag line from ‘2 minute noodles’ to ‘2 minutes for education’. Kit Kat has changed the visual of the finger snap to one without the break, with the line ‘no break from education’. Nescafé changed the tagline, ‘It all starts with a Nescafé’ to ‘It all starts with education’.

Speaking on the partnership, Suresh Narayanan, Chairman and Managing Director, Nestle? India, said, “Brands are built by earning the love and trust of consumers over time. Every time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbols of the promise that the brand has made to the consumers. They are therefore invaluable assets, protected and treasured by organisations. We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Girls with access to education not only improve their own lives but also bring changes to their families, communities and economies. This is Nestle? India’s humble way of making a small yet deeply felt contribution to a cause that is important and vital to our society.”

Commenting on how the idea came about, Raj Kamble, Founder and CCO, Famous Innovations, said, “We were thinking of ways to increase corporate engagement for Project Nanhi Kali and we found ourselves wondering -- what can corporate brands contribute other than just money? ‘Taglines’ was the simplest, yet the most daring of answers. The one asset that any brands holds dearest to its heart and closest to its name. We salute Nestle? India and Project Nanhi Kali for this bold step towards educating girls in India, a cause that we all know needs urgent attention."

"When Famous first presented the idea of changing brand's permanent properties to us, it seemed like a daunting task. Brands hold their taglines very close to their heart, and some of these are decades old. But thinking of the value it would create when these packs reach the homes of consumers, we decided to put our might behind it. Our cause will make it into millions of kitchens with this initiative and we see it creating significant impact on girl child education in our country," said Sheetal Mehta, Trustee and Executive Director, Project Nanhi Kali.

A hundred million packs in the new avatar will hit the shelves this week and the initiative will be further amplified by TV, outdoor, print, digital and on-ground activities.

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