MUMBAI: The most iconic food brand in India, Maggi has turned 35 years. 

Maggi began its journey in 1983, with the launch of Maggi 2-minute noodles. Since then the brand has brought about constant innovation in the food category through a host of launches in a number of categories, such as the taste-enhancer ‘Maggi Masala-ae-Magic’, Maggi Tomato Ketchup and Hot & Sweet, Maggi Vegetable Atta Noodles, and many more.

Over the years, Maggi has become a much-loved brand across the country. In-sync with the changes in society, Maggi aspires to embody contemporary thinking by recognising the larger impact women have on the society.

Along these lines, on this Women’s Day, MAGGI has rolled out its new campaign “Kuch Achha Pak Raha Hai” that recognises the changing status of women.

The ad revolves around a story of a mother and son, wherein the mother encourages her son to let his wife work after marriage. This campaign makes the point, just as recipes are changing, so are relationships.

Maggi as a brand believes that cooking does not stop in the saucepan. The simple act of cooking does not just make us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. Through “Kuch Achha Pak Raha Hai” MAGGI aims to drive advocacy on this thought, supported through multiple initiatives.

Nestlé India general manager of foods Maarten Geraets says, “Our consumers are seeking more information on our products than ever before, and this campaign will allow consumers to get the understanding they seek. The style of storytelling is aimed at eliciting interest amongst consumers and inviting them to ask any question.

Another key initiative as part of this changing Maggi is a campaign where Maggi will be opening up “our kitchen”, branded “From Our Kitchen To Your Kitchen”, where consumers will be invited to learn about Maggi products and how they are made.

Maggi has partnered with Rocky and Mayur to make a series of digital films as part of this campaign.