Maggi: Maggi Masterchefs

Pritish Mukherjee

Popular cooking aid brand Maggi improved perception and boosted sales in India with a campaign centred on empowering millennial mothers.

Campaign details

Brand: MaggiBrand owner: NestléAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Online video, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Maggi makes more than just noodles; it has an entire portfolio of cooking aids. But the brand’s association with instant noodles in India was restricting it from breaking the mould of a snacking brand. What made it harder was the way Maggi is cooked. Cooking instant noodles is so easy that it is seen as the antithesis...

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