Leveraging on nostalgia and the emotional quotient attached with Maggi instant noodles, Nestle India has released a series of short video ads with the hashtag #WeMissYouToo on social media.

Life changer

The ads feature mostly bachelors, a key target audience, subtly talking about how life has changed after the Maggi ban, without really mentioning the brand’s name and asking aloud, “When will it be back?” and “We Miss You Friend.” All the ads end with a message from Maggi, “We are touched by your love. #WeMissYouToo.” On its official Maggi Twitter and Facebook page, the company thanked people for their support and has also asked them to stay tuned for more.

These digital ads come at a time when rival ITC’s Sunfeast Yippee Noodles has embarked on an advertising blitzkrieg assuring consumers about their product’s safety, in a bid to capture more market share in the absence of competition in the instant-noodle category that has been marred by safety concerns in the past two months.

In a subtle commentary on the Indian male as a reluctant cook, in one of the ads, a bachelor talks about how he did not care much about “home delivery menus” but is now realising their importance, while another talks about how he is being friendly with neighbours. Another video features a bachelor saying how he has been proud of not bothering his mother in the middle of the night for food.

Experts believe this is an intelligent start to the brand’s revival strategy, which has been accused of not reacting fast enough during the peak of the controversy.

Brand expert Harish Bijoor said, “Maggi is looking to come back sooner than later. In the interim, there is a void which the brand cannot fill physically. But it is very intelligently trying to fill it by reviving the memory of the product through this digital campaign.”

He said the digital medium is very powerful, which the company seems to be leveraging on through short videos. “I think the company will be looking to launch its product on the shelves by the peak winter months, as that is the one of the peak seasons for the instant noodles category.” he added.

Nestle India’s new MD Suresh Narayanan has indicated the company is working toward re-launching Maggi by end of 2015.

Staying relevant

Nalin Khanna, CEO, brand advisory firm Vertebrand, said, “Out of sight is out of mind. Nestle is attempting to continue occupying the mindspace of consumers, as it is still in the process of looking to re-launch the brand. They are likely to try different kinds of strategies to ensure the brand lives on, even as they cannot sell it to the consumers.”

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