Maggi Masala-ae-Magic: Masala and Magic under the arc lights!

Megha Kalra, Sandeep Tiwari, Priyadarshi Debasrit and Yoginder Jain

Campaign details

Brand owner: Nestlé India
Agency: ZenithOptimedia India
Brand: MAGGI Masala-ae-Magic
Country: India
Channels used: Branded content, Events and experiential, Other and ambient media, Sponsorship - event or property
Media budget:Up to 500k

Executive summary

A large part of India's population suffers from micronutrient deficiency. Primary among these are iron, iodine and vitamin A deficiencies, which inhibit physical and mental growth, specifically among children. MAGGI is a leader in packaged food and launched Masala-ae-Magic, a low-priced taste enhancer fortified with iron, iodine and vitamin A. Priced at Rs 3, it was an affordable nutrition that also made food taste better and was specifically targeted at low-income families.