After 36 years of moms cooking Maggi, is it time for a change?
Relationships are changing and parenting is evolving. Parents want to create an environment where teenagers are loved and pampered, and at the same time they are given the right skills so that they are prepared for a successful future. We saw this with Ariel encouraging sons to #ShareTheLoad, now Maggi Noodles has taken the bold step of showing that a simple act of cooking Maggi can be a powerful life lesson.
The new campaign rolled out by Maggi Noodles revolves around the story of a mother and her son, wherein the mother encourages her son to prepare for life and be independent. This campaign introduces the ‘First Cook’ and celebrates those life moments, which help us grow up and take responsibility.
Elaborating on the campaign, Nikhil Chand, Director, Foods and Confectionery, Nestlé India, said, “Indians love Maggi Noodles and most of us have our favourite Maggi recipes and memories. From countless consumer conversations, we learnt that cooking Maggi Noodles is often the first culinary moment for many people. For 36 years, moms have cooked Maggi Noodles for their loved ones. This time, we found magic in a teenager trying to cook Maggi for the first time that makes this film beautiful.”
The campaign continues with Maggi’s legacy of goodness and celebration of home cooking, first through iron fortification in noodles, followed by opening up its kitchens where consumers are invited to learn about Maggi’s products, how they are prepared, sourced, manufactured and tested.
The new campaign will have a high impact multimedia release. It has been launched on Hotstar and will be followed by a large-scale television campaign across leading national and regional channels.