MAGGI COMMUNICATION OVER THE YEARS

ADVERTISMENTS

MAGGI NOODLES
1980s-1990s: The advertisements were highly focused on kids, showcasing cartoons and
children playing. Advertisements were fun, had a happy vibe and connected kids with mothers
by putting in Maggi as a quick 2min solution for hunger
2000s: The offering and the advertisements shifted towards not just kids but the whole family.
The focus was now on taste, health, family connect, fast noodles. Atta noodles and concept of
added vegetables was introduced. Later came up with rice noodles, and various flavours with
Maggi Mania that was both tasty and healthy and catered to the whole family.
2010s: The advertisements became more and more personalized with the tagline of MERI
MAGGI. It showed how Maggi was and all time snack for anyone, anywhere. The dependence
on mothers was reduced. Lots of different flavours in general and also based on different Indian
states were introduced. The advertisements started showcasing and celebrating all different
kinds of relationships, stories and occasions and their connect with Maggi. Maggi also
acknowledged how people in India cook Maggi in their own unique ways with added spices,
sauces, veggies etc. Recipes at the back of packs, company website became common place.
Maggi also posed itself as a food which helped people intake essential nutrients through added
ingredients.
2020 The latest Maggi advertisements focus on reiterating almost everything from how the
masala is handpicked and connects the entire country, to new international flavours like
FUSIAN, while continuing focus on celebrating relationships with Sanya Malhotra and Rajkumar
Roa advertisement. The brand continues the emphasis on consumers and the personal touch.

After the Ban

After the Ban was lifted, Maggi ensured communicating 3 major things with the given below
advertisement themes
1. Mothers were showcased emotionally talking about trust, reassurance, lab test results
while ensuring a personal feel.
2. Various personal stories of individuals and what Maggi meant to them with a message in
the end about how they miss Maggi, and Maggi misses everyone too
3. Celebration across restaurants and households and hostels etc on having Maggi back
OTHER OFFERINGS
Common Theme: One common theme that has been followed for almost all the offerings from
Maggi is the combination of Taste, Health and Happiness from the tagline “Taste bhi, Health
bhi, Khushiya bhi”
Ketchup: Maggi Ketchups have been the oldest offering from the brand of Maggi apart from
noodles. Javed Jaffery had been one of the longest running brand ambassadors for Maggi
Ketchup with all the advertisements being super fun, unique, humorous as well as had very
Bollywood feel to them. Some of the major focus of the product revolved around thickness,
color, taste, and different flavours. This brand gave us one of the most iconic taglines “It’s
different” overall the advertisements were very unique and different from the usual Maggi
noodle’s vibe.
Pazzta: The advertisements were similar to that of noodles in the sense that they transitioned
from a full family focus to a more individual and personal story focus. The main focus remained
on rich taste, different flavours and nutrition.
Soups: Advertisements for Maggi soups focused again on the mothers and kids first and then
included the entire family. The main communication has been along the lines of tasty and
healthy evening snack
Masala-ae-magic: Given how much the Masala or the tastemaker of Maggi have been
celebrated for decades, Maggi introduced just the masala separately with a minor difference in
flavor from the exact noodle taste offering. This offering focuses on how the taste of Maggi can
be extended to almost all kinds of dishes made in the Indian household. Advertisements talk
about relationships in family settings, taste, nutrients and combination of flavours from across
the country.

 Maggi also came up with various other on and off products like the Bhuna Masala,
Noodle soup etc where the advertisements were more functional.
2008: Cuppa Mania launch: Attempt to tune in to the minds of young generation. Name of
flavors like “Masala Yo!” to speak the language of youth at that time.
2010: 25 Years of Maggi Sauce: Tagline changed to “Make a difference” to resonate with youth.
Pictures maggi customers and jokes sent by them featured on Maggi Bottle.
The BusinessWeek magazine commented with considerable insight in 2006: "Maggi has
managed to enter Indian homes to change the traditional food habits of Indian children on its
promise of convenience. This brand has understood the psychology of Indian mothers and
positioned itself for mother-child indulgence."
For years, many Indians have considered Maggi to be junk food and most schools in Delhi do
not stock the snack in their canteens. Parents who give Maggi products to children in their
lunchboxes have been sent polite notes advising them against doing so.
But as the sales show, millions of Indians buy and consume Maggi daily and a quick search on
Google shows lots of different ways, including some rather strange ones, in which people cook
and consume the snack.