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Celebrating 35 years, Maggi Masala-ae-Magic new spot shares some food for thought

Conceptualised by Publicis India, in the new campaign ‘Kuchh Achha Pak Raha Hai’, Maggi aspires to embody contemporary thinking by recognising the larger impact and the changing status of women in the society today

Click on the Image to watch the TVC.

As the brand Maggi celebrates its 35th birthday, Nestle has launched a new campaign titled ‘Kuchh Achha Pak Raha Hai’. The first film under this campaign was launched on March 8, International Women’s Day, for the taste-enhancer Maggi Masala-ae-Magic.

The campaign conceptualised and implemented by Publicis India will soon spread its wings to release more films for the other products, including Maggi Tomato Ketchup and Hot & Sweet, Maggi Vegetable Atta Noodles and many more.

Maggi 2-minute noodles was the first product launched under the brand in 1983. That’s when the brand was also launched.

Over the years, Maggi became a much-loved brand across the country. Despite a major setback in 2015, the brand bounced back and is rolling. In sync with the changes in society, Maggi aspires to embody contemporary thinking by recognising the larger impact women have on the society. Along these lines, the new film was released recognising the changing status of women.

Bobby Pawar

Speaking to BestMediaInfo, Bobby Pawar, Chief Creative Officer, Publicis India, explained, “At the centre of all these things, brand Maggi has always been about food. Food in India has a lot more importance than just the nutritional aspect of it. It is more emotional for us Indians, than nutritional. Food has built relationships in India.”

Telling more about the changing times, he added, “In a culture that is changing, roles and cooking is also changing. People now want new outcomes from older recipes and how can that be enabled. The excitement is not about how my mother makes it; it is about how I can make it interesting and different than that. This is where Masala-ae-Magic comes in. As food changes, new equations are formed, especially women. They are now stepping up, instead of stepping back. The attitudes are progressing and this is driven by women. This is what the campaign is trying to capture. Also, the ingredient propels itself in the story format.”

This is the first time when Masala-ae-Magic is speaking about a larger message in its communication. Prior to this, the advertisements have mostly been product oriented.

The previous films:

The latest one-minute film ad revolves around a story of a mother and son, wherein the mother encourages her son to let his wife work after marriage. This campaign makes the point, just as recipes are changing, so are relationships. Why choose Women’s Day for the launch? Pawar named it as a good serendipity.

Another key initiative as part of this changing Maggi is a campaign where we will be opening up ‘our kitchen’. Branded ‘From Our Kitchen To Your Kitchen’, consumers will be invited to learn about our products and how they are made.

Maggi as a brand believes that cooking does not stop in the saucepan. The simple act of cooking does not just make us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. Through ‘Kuch Achha Pak Raha Hai’, Maggi aims to drive advocacy on this thought, supported through multiple initiatives.

Maarten Geraets, General Manager, Foods, Nestlé India, said, “Our consumers are seeking more information on our products than ever before, and this campaign will allow consumers to get the understanding they seek. Maggi aims to showcase the product journey, right from procurement of raw materials to the manufacturing, and the role it plays in your diet. The style of storytelling is aimed at eliciting interest amongst consumers and inviting them to ask any question. This campaign will leverage our 24x7 consumer engagement services team and our digital asset – We are very happy to have partnered with Rocky and Mayur to make a series of digital films as part of this campaign.”

The TVC:


Chief Creative Officer: Bobby Pawar

Head of Creative: Nitin Pradhan

Managing Director: Srija Chatterjee

Executive Director: Ravpreet Ganesh

Planning Team: Gursimran Singh

Creative Team: Prateek Suri, Yudhajit Mukherjee & Ashirwad Mhatre

Account Management: Amitabh Sreedharan, Saurabh Singh & Devika Sharma

Production House: Curious

Director: Vivek Kakkad

Producer: Shahzad Bhagwagar

Music: Abhishek Arora

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