Friday, January 18, 2019


Maggi celebrates 35th anniversary with Kuch Achha Pak Raha Hai campaign
Friday, 09 March, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Maggi, which began its India journey in 1983 with the launch of two-minute noodles, marked its 35th anniversary with the rollout of its new campaign, Kuch Achha Pak Raha Hai on the occasion of International Women’s Day. The initiative recognises the changing status of women.

Since its launch, the brand has brought about constant innovation in the food category through a host of launches in a number of categories, including taste enhancer Maggi Masala-ae-Magic, Maggi Tomato Ketchup and Hot & Sweet and Maggi Vegetable Atta Noodles.

Over the years, Maggi has become a popular brand across the country, because it is in sync with the changes in society and has always aspired to embody contemporary thinking by recognising the larger impact women have on the society.

As a brand, it is of the belief that cooking does not stop in the saucepan. The simple act of cooking does not just make us more curious, creative and empathetic, but it also teaches us independence, resourcefulness and awareness.

Through the Kuch Achha Pak Raha Hai initiative, Maggi aims to drive advocacy on this thought, supported through multiple initiatives.

It will launch a new campaign to reveal this thought with Maggi Masala-ae-Magic. The advertisement revolves around a story of a mother and son, wherein the mother encourages her son to let his wife work after marriage. This campaign drives home the point that as recipes are changing, so are relationships.

Another key initiative, as a part of this changing Maggi, is a campaign titled From Our Kitchen To Your Kitchen, where the brand will be opening up its kitchen to consumer to learn about its products and how they are made.

Speaking on the rollout, 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,” he added.

“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,” Geraets said.

“We are very happy to have partnered with Rocky and Mayur to make a series of digital films as part of this campaign,” he added.
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