Maggi Noodles: Brand love - transcending competition and category

This case study describes how Maggi Noodles, the noodle brand, defended its market position in India through a campaign with an iconic Bollywood star and a big user participation element.

Maggi Noodles: Brand love - transcending competition and category

Someshwar Mehra

Campaign details

Brand owner: NestleLead agency: Publicis IndiaBrand: Maggi NoodlesCountry: IndiaIndustry Convenience, readymadeChannels used: Earned media, buzz, Newspapers, Online video , Outdoor, out-of-home, Packaging and design , Point-of-purchase, in-store, Radio, Social media , TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how Maggi Noodles, the people's favourite noodle brand in India, faced their fiercest battle in the market yet against Unilever, GSK and ITC. These three FMCG players were known for their...

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