MAGGI Masala-ae-Magic: How MAGGI spiced up the land of spices

Pritish Mukherjee, Bikram Bindra

International food brand Maggi leveraged TV, print and YouTube to appeal to millennial mothers and grow sales of its Masala-ae-Magic spice mix in India.

Campaign details

Brand: MAGGI Masala-ae-MagicBrand owner: NestléAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Integrated, Newspapers, Online display, Online video, Outdoor, out-of-home, Point of purchase, in-store, Social media, TelevisionBudget: 5 - 10 million

Executive summary

It is known that Indians have a long history with spices and Indian food has a global reputation for being very spicy. Indians’ love for spices manifests itself in a thriving branded spice industry worth over US$80bn.

Maggi, as a cooking brand, wanted a share of the Indian spice pie and...

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