MAGGI Noodletz - Giving wings to musical aspirations of the youth

Varuni Vij, Priyadarshi Debasrit and Yoginder Jain

Campaign details

Brand owner: Nestlé
Brand: Maggi Noodletz
Agency: Zenith Optimedia
Country: India
Channels used: Events and experiential, Outdoor, out-of-home, Product and other sampling, Radio
Media budget: Up to 500k

Executive summary

Maggi Noodletz, which are the dominant market leader in the instant-noodles category in India, faced a unique challenge in the north-eastern part of the country. Market shares in the region were trailing Wai Wai, which is otherwise a marginal brand nationally. After analyzing food habits specific to this part of the country it was observed that people here liked to eat noodles raw. Wai Wai, keeping consumer preferences in mind, had masala and oil within the pack, which could be mixed with the crushed raw noodles and eaten as a mix