This Independence day Nestle digitally launched “MAGGI -Desh Ke Liye 2 Minute – Ek Chhoti Si Koshish”, a campaign with year-long initiatives throughout India. The initiatives will focus mainly on Health, cleanliness, and Cooperation which they called 3S, i.e. Swachhta, Swasthya, and Sahayata. The intent is to partner with NGOs, industry experts, and various other entities to provide meals to the needy, helping street vendors, inspire youth to work on agriculture problems and plastic waste management. The initiatives will be unveiled as the year progresses.
In order to identify the real proposition and a detailed plan for the initiative, the Maggi team is also taking help by conducting a nationwide business case competition in the major B-schools. The competition was launched along with the campaign and with finals about to commence, it is a good time t launch the first initiative.
On 6th December 2020, after three and half months of the campaign launch, “Apna food business”, the first initiative has been launched under the Sahayata (co-operation) pillar. Under this Maggi will help in setting up food businesses by associating with IFN (India Food Network) and helping people through:
- Food business guides
- Mentorship and Training
- Kitchen & studio setup
- Financial support
The first visuals of the initiative were launched on YouTube in national as well as regional languages. The visual has been very well created by making Maggi the guiding brand for the initiative. The target audience has been very well called out by using a family setup and a homemaker as the center of the narrative. The need has been clearly called out by showing the urge of a homemaker for setting up of own food business. Finally, the proposition has been well drafted to meet the need of the target audience and guidance about the next steps. All in all, the visuals for the initiative looks really promising. Hope to see an excellent response from the audience.
Well, unlike the launch visuals (which has just close to 6K views), this has appealed to the masses. The visual has already got more the 4 million views. The Maggi team has also launched the initiative over other social media handles and are gaining good views. With huge focus on digital and YouTube being the center of the initiative, the campaign is doing great.