Maggi Hot & Sweet’s latest TVC, with its strong cast and witty script, is in line with the brand’s core positioning and evokes nostalgia
Campaign: It’s different
Brand: Maggi Hot & Sweet
Company: Nestle India
Agency: Publicis Worldwide
The TVC opens with Javed Jaffrey (dressed as a woman) enjoying a toast when ‘her’ husband Nawazuddin Siddiqui mentions the kind of expectations he had from his wife which lie unfulfilled. In want of tasty food from her,
Siddiqui finds himself staring unhappily at the toast instead. At this moment, Jaffrey pours some Maggi Hot & Sweet tomato chilli sauce on the toast, reminding him that he should be glad that he has a ‘hot and sweet’ wife. The TVC ends with Siddiqui agreeing that his wife is indeed ‘different’.
If you are a millennial, then you will definitely remember the iconic advertising for Maggi’s Hot & Sweet sauces in the early ‘90s with Javed Jaffrey and Pankaj Kapoor’s comic timing. With the tagline, Enjoy the difference, the series of commercials were legendary. Over time, the tagline underwent evolution to finally settle on It’s Different and so did the characters; the only things constant in the campaign have been Jaffrey and the company’s positioning.
Ever since its launch, Hot & Sweet’s advertising has been defined by Jaffrey’s unusual antics which emphasise the brand promise. After a hiatus of almost five years, Nestlé is back with a new campaign for the sauce with Jaffrey to create the same magic. Dressed as a woman this time, he plays a housewife to Nawazuddin Siddiqui. The film highlights the coming together of two opposites: bringing back Javed Jaffrey, who has been synonymous with the brand since the very first campaign, and introducing Siddiqui, as a contrasting character with a different personality.
What’s interesting is the fact that while summers are marked with the thirst-quencher variety of advertising, Nestlé has put forth the spicy variant of its sauces.
The Indian market has been bombarded with numerous variants of ketchups, sauces and dressings — both from national and international brands — giving consumers umpteen choices. The soup mixes, sauces and cup noodles contribute to approximately 20% of Nestlé India’s revenues. Thanks to changing lifestyles and eating habits, consumers increasingly want more packaged foods, semi-prepared foods and dining out options.
Says a Nestlé spokesperson, “Maggi Hot & Sweet is a unique blend of sweet and chilli and it has always appealed to the palates of the masses, irrespective of age or gender.”
Currently, two TVCs have been launched on television as well as digital platforms. Going forward, the company will be developing more content, specifically for digital and social media for the brand.
The TVC, with its strong cast and witty script, stands true to the brand’s core positioning and leaves you feeling nostalgic.