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Maggi's new campaign to strengthen Mother-Daughter relationship

Harsha Masand | February, 19 2015

Maggi has launched its brand new campaign, titled ‘Mummy’s Khushiyon Ki Recipe’ for its Masala noodles.

Conceptualised by Publicis, the campaign celebrates the beautiful mother-daughter bonding with a new age twist. Maggi Noodles, Nestle India’s flagship brand, has dominated the Indian instant noodles market for nearly three decades. Over the years, the brand has innovated and added new variants of noodles in the form of ‘Maggi Soupy noodles’, ‘Maggi Atta noodles’, ‘Maggi Oats Noodles’ and others. The communication, too, has changed over the years.

Two new TVCs have been launched as part of the latest campaign, which not only highlight the mother-daughter bond, but also talk about special recipes that they make with Maggi.

Bobby Pawar, Director and Chief Creative Officer, Publicis Worldwide, said, “Once we had a powerful fundamental insight, the job of the creative was to tell a story contexted in current cultural shift. We came up with two stories that demonstrate the power of hunger bond. The context is always modern, the content is always universal. That’s Maggi for you.”

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