Maggi Tomato Ketchup:

Maggi Tomato Ketchup has been present in India for around 30 years. The famous tagline of Maggi
Ketchup, Its different , has been associated with the brand for almost the same period of time. Most
of the ads have Jaaved Jaffery in it and people now associate him with the Maggi ketchup brand
automatically. Maggi differentiates its product by telling No, its not just another ketchup, its
different. The same tagline is also used to emphasize the fact that Maggi has different variants, not just
the standard tomato ketchup. In fact, there was a famous ad set in the jail, where the jail
superintendent is baffled about how Jaaved manages to have a different meal everyday while hes given
the same roti each time. Jaaved had stocked all the 8 different types of Maggi Ketchup to have with his
roti (View Ad here; entire series of Ads ). The most recent ad has Jaaved dressed up as the wife of
Nawazuddin Siddique, and quirkily telling him that the Hot & Sweet ketchup is different. The ad is funny
and stands out (View Ad here). The ads for Pichkoo packet and the Imli variant are also on similar lines,
using the funny body language and tone of Jaaved to reinforce the tagline Its different. (Ad 1, Ad2)

Brand Positioning:

Maggi has had consistent brand positioning- Not just another tomato ketchup, its different. To ensure
that it retains that positioning of being different, Nestle has invested a lot in India to come up with
variants for the Indian taste Hot & Sweet, Imli, Pudina, et cetera.

The Maggi ketchup is suited for the typical Indian middle-class household with the choice of selecting
the value packs like the Pichkoo pack.

Recommendations:

Maggi can play up the ingredients in a better way. The ads can show the different ingredients going into
the ketchup in a visually appealing way. That would symbolically prove that Maggi is not just another
tomato ketchup.