Brand Update::Maggi Noodles
Maggi,
the familiar noodles brand from Nestle’, roped in Amitabh Bachchan as its
endorser. The brand, which is mostly patronized among children. The brand “Maggi”
has been highest sold noodles in India and enjoys more than 60% of market share
in noodles category. It is the major choice for children in noodles category in
previous years. But, things have changed and the brand is facing competition
with the launch of Foodles from Horlicks, Sunfeast Yippie and the Top Ramen
noodles. Not only this, next gen customers have more choice for indulgence like
chips (Lays, Bingo), kurkure and other snack products. Hence the brand needs to
prove its existence and stay connected to the consumers.
May be
these factors compelled the brand to go for celebrity endorsement and its
choice was Big B, who has got immense respect among audience. Needless to say
that he is the most influential personality among celebrities. Big B was
associated with many brands and they were successful increasing their sales as
well.
Undoubtedly,
Big B is a great story teller and Maggi tries to build more authenticity
through the endorsement. The new campaign narrates stories of customer
experience with Maggi and it is highly successful. These stories were provided
by the consumers through various touch points created by the brand. Currently,
the brand is running a campaign featuring the stories.
Certainly,
the new campaign would have brought back consumers who moved away from it. The
ad focus on its USP- 2 minutes and ease of cooking i.e convenience and the
happiness thereby taking the consumer focus away from health & nutrition
platform unlike Sunfeast Yippie, and Foodles from Horlicks. The
brand association with Big B as a strong story teller with real life stories
would definitely boost the brand and will help the brand to encounter
competition and to retain its market share.
