Maggi Noodles: Winning over rural India to grow Maggi's pie
Someshwar R. Mehra
Campaign details
Brand owner: NestleLead agency: Publicis IndiaBrand: Maggi NoodlesCountry: IndiaIndustry Convenience, readymade, Savoury snacks, potato chipsChannels used: TelevisionMedia budget: 500k - 1 million
Executive summary
This case study describes how Maggi, the instant noodle leader in India, had nearly saturated its urban markets. So in order to grow further, it needed to look towards the hitherto under-served rural India regions. No strangers to Maggi and its TV commercials, these people perceived Maggi as...