Maggi: appealing to the local palette

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Updated: Jun 07, 2017 10:30 AM

Under the thought umbrella Ab Har Taste Apna, Maggi’s new variants tastefully employ the local flavours of India.

Under the thought umbrella Ab Har Taste Apna, Maggi’s new variants tastefully employ the local flavours of India.

The Ad: The film opens with three young adults, apparently from different parts of India sitting on a dining table while one of them tears up a photograph of him with his ex-girlfriend in frustration. He announces that he is done with South Indian girls which makes his friends laugh and say, “Tujhe phir se South Indian hi pasand aane wali hai”. He denies it and reaches out for his Maggi bowl. The different tasting Maggi makes him ask his friends about the new flavour, to which his friends announce, “Super Chennai”.

Target Audience: 12-40 year-olds

Business Objective: To change Maggi’s monotonous image by going beyond its most-popular Masala variant and appeal more to local taste buds with its four newly-introduced regional flavours.


In recent times, Maggi has changed its communication to appear more humourous. Appealing more to youngsters, the film informs viewers about the instant noodles’ recent innovations and tries to appeal to a variety of consumers, making them want their own bowl of flavoursome Maggi.

Competitive Edge: After extensive market research, Nestlé decided to launch ‘Masalas of India’ to cater to local tastes. As the world and local cuisines become more accessible, the company believes that locally-inspired variants with signature spices will help the brand and prompt its consumers to experiment.

Tone of Voice: Funny

Verdict: After launching international flavours in the country, Nestlé has launched local flavours for Maggi under its new range, Masalas of India. The four new flavours include Amritsari Achari, Mumbaiya Chatak, Super Chennai and Bengali Jhaal. A first for the conglomerate, the company wants to serve the evolving palette of the Indian consumer. Under the thought umbrella Ab Har Taste Apna, the new variants let one taste the different flavours of the country. It is a known fact that Maggi is often ‘customised’ and then consumed by a lot of people, especially mothers, to enhance its taste and turn it into a healthier option.

It is good that the company is taking this thought forward to help the brand strengthen its position. This also seals the fact that international brands, especially in the ready-to-eat category, are ready to experiment by launching flavours catering specially to Indian tastes. It is a huge bet, especially after its earlier sub-brand of instant noodles in four flavours (Peri Peri, Barbeque Pepper, Chilli Chicken and Green Chilli) under ‘Hot Heads’ failed to sustain the buzz.

The new commercial for the Super Chennai flavour (rings a bell in our heads, what with a similarly named IPL team for sure!) is entertaining. The three protagonists have done their part well — that of casually hanging out over bowls of Maggi and pulling each other’s leg. The humour is just right, the connection between the new variant and the reference to the ‘South Indian ex-girlfriend’ registers the message and makes the ad a light-hearted watch.

Rating:  7/10

Twitter: @meghna0101

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