Maggi: 2-Minute Life Lessons

Jitender Dabas, Bikram Bindra, Pritish Mukherjee

MAGGI, the food brand, turned its product's barrier into its selling point with a campaign targeting millennial mothers in India.

Campaign details

Brand: MaggiBrand owner: NestléAgency: Mccann World GroupMarket: IndiaIndustries: Convenience, readymadeMedia channels: Newspapers, Social media, TelevisionBudget: 500k - 1 million

Executive summary

In a country still deeply entrenched in codes of patriarchy, with strongly defined gender roles, cooking in India, even in the 21stcentury, was still the domain of the woman. It didn’t matter if she was working or a homemaker, years of indoctrination and societal norms ensured that the mother was churning out freshly prepared meals, and generations of young boys would never...

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