Maggi DM MOM by Publicis Ambience Mumbai

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Industry Pre-Cooked Meals & Frozen Food
Media Direct marketing
Market India
Agency Publicis Ambience Mumbai
Director Mr. Arun Gopalan
Art Director Smriti Chawla
Released June 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: NESTLÉ INDIA
Product/Service: MAGGI NOODLES
Date of First Appearance: Jun 15 2009 12:00AM
Entry URL:
National Creative Director: Emmanuel Upputuru (Publicis Communications)
Copywriter/Senior Creative Director: Anindya Banerjee (Publicis Communications)
Acounts Vice President: Ashutosh Sawhney (Publicis Communications)
Art Director: Smriti Chawla (Publicis Communications)
Marketing manager: Arvind Bhandari (Nestlé India)
Vice President, Communications: Virat Mehta (Nestlé India)
GM, Foods: Shivani Hegde (Nestlé India)
Director: Arun Gopalan (Storytellers)
Head - Films: Hozeifa Alibhai (Publicis Communications)
Senior Films Manager: Istling Mirc (Publicis Communications)
Account Director/ Creative Director: Lobsang Wangchen (Publicis Communications)
Media placement: TV Ad - Star TV, HBO, Star Movies, Pogo - June 15, 2009

Describe the brief/objective of the direct campaign.
1983. The year of Maggi. For India, it was love at first bite. Today, Maggi owns the noodle category. However, some players were threatening to enter the category. Maggi decided to use its 25th anniversary to cement a 25-year old relationship with the consumer. The target audience was consumers who had started off with Maggi as kids and had now grown into adults. Evidently, they would have 25 years worth of stories to share. The objective was to get them to share their Maggi stories with the rest of the world.

Explain why the creative execution was relevant to the product or service.
In India, a mom is the epitome of tasty, nutritious food. And a kid grows up literally when he cooks for the first time. We combined the two insights to come up with a creative that rang true for the product as well as the target audience. Secondly, the mom is the unofficial brand ambassador for Maggi. Her testimonial for her child was a quasi testimonial for the brand as well. It was a moment in her life that was true for every son and mother in the world.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The concept: Let the nation share their Maggi stories. The execution: A TV spot told an emotional story of the day her son made Maggi for her when she was unwell. This spot stirred the nostalgia if the past 25 years and made the nation share their favourite Maggi story. There were no clear projected numbers because it was the first time an exercise of this magnitude was being undertaken. However, a quick research of Maggi fan clubs in the social media suggested, at least 10,000 - 15,000 stories would be collected. And would create an empathy for the brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Mom TV spot, surprised us with its spectacular results. The website logged in 100,000 unique visitors. 30,000 stories were uploaded (7,000 of them were on the website and the rest wrote through SMS and conventional mail.) 60 stories were published on packs. And each story was read and enjoyed by over 200 million Indians (Harry Potter and the Order of the Phoenix sold 12.5 million copies)