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Spot Light | Maggi

LiveMint logoLiveMint 13-06-2014 Suneera Tandon

Reviewer: Atul Purohit

The creative director at Mumbai-based Triton Communications, Atul Purohit has been associated with agencies like Lowe Lintas, JWT and Everest Advertising.


The new ad for Maggi Vegetable Atta Noodles has actor Madhuri Dixit-Nene in the role of a sporty mother urging her children, who are glued to their video games, to get out of the house and join her in a game of football. On seeing their mothers play, the children go out and challenge them to a match. After the game, the famished children ask for something mazedar (fun) to eat. Dixit-Nene cooks up hearty bowls of the healthy Atta Maggi in 2 minutes, and mothers and children enjoy the snack together.

Your first thoughts on the campaign?

It instantly comes across as a pleasant piece of communication. Madhuri brings alive the brand proposition in her charismatic style. What appealed to me the most is that the communication addressed the concern faced by most parents, which is that children spend most of their time glued to screens across devices and are missing out on physical activities like playing. The only glitch is in the execution.

Over the years Maggi has stuck to the proposition of “mummy ‘bhookh lagi’” and “2 minutes”. Is it the most long-lasting brand proposition we’ve seen?

Yes. They have been consistent in their brand proposition. This has reaped rich dividends. Many brands have attempted to enter this space in some form or the other. Can you recall even one of them?

How does Dixit-Nene fare as a “sporty”, rather than a typical “kitchen-bound”, mother? Does it help put the “mother” in a more active role in advertising?

Madhuri is perceived to be an active woman. Her dance reality show enhances this image. This helps build the credibility of an active mother. Moreover, it helps the creative product as mothers aspire to be more actively involved with their children—be it in the area of nutrition or spending time with them at play. It’s an example of the perfect mother-child bonding.

The positioning of this campaign clearly focuses on the health mandate. Has the brand managed to clearly communicate the message?

The creative has attempted to build the health platform for the brand. However, it is a slow-burn process. The brand is strongly entrenched as a 2-minute food to satisfy a hunger pang, the tasty way.

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