Campaign details
Brand: MAGGI Masala-ae-MagicBrand owner: NestléAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Integrated, Newspapers, Online display, Online video, Outdoor, out-of-home, Point of purchase, in-store, Social media, TelevisionBudget: 5 - 10 million
Executive summary
It is known that Indians have a long history with spices and Indian food has a global reputation for being very spicy. Indians’ love for spices manifests itself in a thriving branded spice industry worth over US$80bn.
Maggi, as a cooking brand, wanted a share of the Indian spice pie and...