Nestle India is celebrating the 25th anniversary of its instant noodles brand, Maggi and plans to unveil a new campaign.
The campaign will be called 'Me & Meri Maggi' and the company plans a 360 degree activation across television, print and the internet, beside on-ground activities.
Shivani Hegde, general manager, food business, Nestle India said that the campaign is an opportunity for the company to celebrate the 'Maggi' journey launched 25 years ago. Nestle is a pioneer in convenience food.
Nestle has also launched an interactive website for consumers, www.meandmeri.in. which invites viewer participation. The website invites entries in various categories and if a consumer has an interesting story to tell about Maggi (which the company finds good enough), his picture will be used on the packaging, TV or print.
Nestle has been keeping the price point at Rs5 since the year 2000 to address the low-income group. The prepared dishes and cooking aids wing of Nestle, in which Maggi falls, accounted for 21.4 per cent (Rs781 crore) of total revenue in 2007 of Nestle India.
To incorporate its health and wellness slogan - 'Taste bhi, health bhi' - in the noodles brand, Nestle renovated the two-minute noodles to ensure more calcium and protein content in the product.
In 2008, two brand extensions - Maggi Bhuna Masala and Maggi Cuppa Mania Instant Noodles - were added to the portfolio.