Maggi is the biggest brand in the Nestle portfolio in the country, having overtaken Nescafe in the earlier part of the decade. So why kill the jingle?
In fact, the campaign designed by Nestle for Maggi's silver jubilee hopes to work on the brand's strong consumer connect through television, the Internet and print. The jingle gets a prominent play in the television campaign.
Nestle, India's largest food products company, has decided not to litter the sky with hoardings on the occasion. Instead, the ads will play on nostalgia.
Consumers who first sampled the brand as kids now run households. The campaign seeks to strengthen the association.
Thus, customers will be invited to share their 'Maggi moments' with the company. If the company likes the way you prepare Maggi, you could find your photo on Maggi packs. A new website called www.meandmerimaggi.com is also in the works.
Image: Maggi Vegetable Atta Noodles
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