Bouncing Back: How Nestle re-Launched Maggi, KitKat and Nescafe in India

This article outlines how Nestlé India approached relaunching the Maggi brand following a food safety crisis, as well its approach to building brand equity for relaunched KitKat & Nescafé products.

Bouncing Back: How Nestlé re-launched Maggi, KitKat and Nescafé in India

Anna Hamill and Preeti ChatuverdiWarc

Chandrasekhar Radhakrishnan, Head of Communications and E-Commerce for Nestle India, believes brands can't play "safe" in their strategy when rebuilding after a crisis.

Nestle, which had long aligned its brands with messages of health and safety in India, had driven all its brand campaigns towards either establishing or reinstating this idea. When the company was hit with its biggest ever PR crisis in the country, a total strategic rethink was required.

Speaking at the Mobile Media Summit in New Delhi, Radhakrishnan shared...

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