A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
5. Objective
• To show that MAGGI is the instant snack EASILY AVAILABLE
ANYWHERE at ANY TIME
• That, besides being consumed at homes, offices; it is also sold by
canteens, roadside stalls
• That MAGGI indeed is the popular readily available instant snack
7. Contd.
• Psychographic
– Some of them stay away from their homes on their own and hence look
for easy quick fix options for eating
– They tend to eat at their college/office canteens or the roadside food
stall near their college/office
– They tend to go out for a quick bites with their friends.
– These people also tend to have budget constraints.
– Also, they at times like to have an occasional quick bite.
8.
9. Background
• MAGGI is the 2 minutes noodle snack that people recall the most.
• It has become synonymous with 2 minutes MAGGI and MERI
MAGGI.
• MAGGI tends to focus on the relationship and associations that
people form with MAGGI and also, while sharing a plate of
MAGGI.
10. Contd.
• MAGGI often highlights the khushiyan (happiness) of having
MAGGI.
• Currently MAGGI is running the following campaign: Moms
MAGGI – Khushiyon Ki Recipe.
• This campaign focuses on how mothers are the reasons for
happiness in a child’s life and MAGGI plays a role in enabling that
happiness.
11. Environment
• Sunfeast Yippee noodles ad takes on MAGGI directly by claiming
to be better.
• Sunfeast Yippee’s latest ad campaign focused on how MAGGI dries
up and becomes soggy and sticky mass while Yippee doesn’t
become so.
• Also, the growing concern on health has made people wary of
MAGGI. They prefer oats and atta noodles.
12. Contd.
• With multiple instant and readily available snacking options
available, preference for MAGGI is not always first.
• These eating options, such as McDonald’s, Dunkin Donuts, KFC,
Subway, etc too advertise.
• Hence, it’s a very cluttered ad environment.
13. Mandatory
• The YELLOW color with the text written in red bubble should be
there.
• This is also the logo of MAGGI.
• Only warm colors should be used.
14. Key Insight
• Most of the roadside stalls as well as canteens have at least
MAGGI in their menu, if no other food option.
• Also, students when out for a quick bite at their college canteen or
the roadside stall outside their college, order a plate of MAGGI.
• MAGGI has become a part of the lifestyle and formed its own
culture.
15.
16. Creative Route
• Two creative routes suggested are:
– Highlight the various roadside stalls, no matter how small and
located anywhere has MAGGI in its menu.
Hence, showing MAGGI is the most popular readily available snack.
– Highlight how college students when out with friends for a quick bite
order MAGGI for sharing.
Again showing, MAGGI is the popular any time instant snacking
choice.
17. Tone of Voice and Appeal
• Emotional appeal will be used to show how everyone loves
MAGGI, stocks it and chooses it as the instant snack.
• The tone of voice will be focusing on the happiness, satisfaction
and feeling of content that one gets after eating MAGGI.
• It will be showing the bond between friends over a plate of
MAGGI.
• The warmth, joy, laughter and enjoyment shall be the central in
the tone of voice.
18.
19. Deliverable
• TVC 1:
– Setting of a roadside stall is established.
– Steam coming from an utensil on the gas stove is shown.
– The clock is shown and the time is 1pm.
– Then it is shown that the stall is next to a college.
– Soon, groups of students start coming out of the college gate and move
toward the roadside stall.
– Orders for MAGGI are placed.
– Students laughing, sharing and eating MAGGI are shown.
– The texts: Har jagah, MAGGI ki khushiyan appear.
20. Contd.
• TVC 2
– Shots of different canteens and roadside stalls are shown (3-4 canteens and
stalls).
– The shots shown are from different time of the day; some are in the
morning, some evening and some late night.
– Groups of people sitting at the canteen and the stalls are shown. Some
people ordering are also shown.
– Next the canteen/stall guy handing over plates of MAGGI to the people are
shown.
– The menu list is shown where MAGGI is written.
– The texts appear Har jagah, MAGGI ki khushiyan.
21. Contd.
• TVC 3
– A group of students are shown.
– It is the birthday of one of the students and the others are asking him for a
birthday treat.
– He thinks for a while, during which the other students give him anticipated
and eager looks.
– He finally asks MAGGI?
– The other students shout in joy.
– The group is shown eating at the canteen and sharing plates of MAGGI.
– The texts Har jagah, MAGGI ki khushiyan appear.