Maggi has been an integral part of the lives of millions of Indians for four decades. The leading instant noodle brand from Nestlé has expanded its footprint in the spices category. The brand believes that while Indian cooking tradition remains anchored in our love for fresh food and century-old recipes, it is being silently transformed. The brand deeply understands this transformation and sees evolving consumer need for extraordinary taste in food and the increasing reliance on digital ecosystems for daily cooking.
Their understanding of the Indian consumer palate has helped the brand to create the perfect masala offering, in the form of MAGGI Masala-ae-Magic that they believe has the power to enhance the taste of food that a mother cooks for her family.
Through its partnership with the spice farmers, Maggi has created Masala-ae-Magic, which aims to bring a positive difference in daily cooking. As per the brand, Masala-ae-Magic reaches out to approximately 10 million households in the country.
Masala-ae-Magic by Maggi is the first-ever fortified taste enhancer that can be used across different cuisines in India. It is not a simple masala but is unique in that it efficiently enhances the taste inherent in the food ingredients already present.
It is specifically fortified with Iron, Vitamin A & Iodine which are known to be widespread deficiencies in India.
Everyday food now becomes delicious & healthier in 2 simple steps:
1. Cook Dish as you normally do
2. Add 1 sachet 2-3 minutes before taking off the flame and stir well
Maggi’s attempt, all these years, has been to provide convenience and taste to its consumers and is worldwide known for innovation and quality. The brand understands that consumers are usually under great pressure regarding time, budget, taste, cooking skills, etc, and therefore tries to establish a bond by giving ideas and advice that make providing food easier. This results in the food provider being appreciated by family and friends
Maggi wanted to position Masala-ae-Magic as a taste enhancer masala for every dish. With Facebook Communities being the largest conversation forum in India (& the world), Maggi explored partnering with Convosight to reach out to communities and drive meaningful conversations and consideration of the product while showcasing the Masala-ae-Magic amplification in daily regional dishes.
By analyzing conversations in parenting, foods & recipes category, we were able to determine that "taste" and "ingredient" were key factors driving consideration amongst consumers. With consumers looking for quick tasty and healthy recipes we created moments when Maggi Masala-ae-Magic helps to enhance the taste of every food in just 2 minutes.
To achieve this, we selected the most relevant 88 communities around food and recipes with over 8.5 million members.
Based on the brand’s objective and the analysis of the conversation, we planned a magical recipe contest campaign focusing on how Magic-ae-Masala ensures variety in taste/flavour and texture to every recipe. In this recipe-sharing contest with Maggi Masala-ae-magic the members shared the daily recipes that they tried with Masala-ae-magic and how did it make the food tastier.
The admins kick-started the campaigns in by sharing their own favorite recipes and encouraged members to share their own creations 👨🍳 with the touch of Maggi Masala-ae-Magic. Members were urged to tag other members, creating further excitement around participation.
The campaign planned was focused on driving consideration and amplification of the product around how an ordinary recipe can become tasty in 2 minutes with Maggi Masala-Ae-Magic.
While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
The Campaign acted as a trigger for current users to organically talk about the brand and share their positive experiences around it. While the brand received 53% positive sentiments, most of the members (75%) have described Maggi Masala Ae Magic as rich in taste.
With food conversations increasing to 220K during the campaign days (in a span of just 30 days), the brand legacy of Maggi worked in favor of the brand. Positive reviews led to increased trials among more and more new households
With 25,698 UGCs and engaging participation, we helped Maggi achieve its objective to position itself as the favorite taste enhancer masala for every dish.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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