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.

1. Maggi India
Creative Brief

2. Roll Number Name
01 Gurudutt Biswal
03 Kanishk Zharotia
05 Oeindrila Biswas
07 Soumitra Roy
11 Mayuri Chakroborty
13 Neha
28 Antara Chatterjee
32 Harshil Dhawan
48 Arzoo Bahl
55 Vividha Chopra
Made By
Ad-PR, IIMC
Batch 2014 - 2015

3. Contents
• Objective
• Target Audience
• Background
• Environment
• Mandatory

4. Contd.
• Key Insight
• Creative Route
• Tone of Voice and Appeal
• Deliverable

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

6. Target Audience
• Demographic
– Age: 18 to 25 years
– Sex: Unisex
– Town Class: Tier I, II, III
– MHI: INR 30, 000+

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.

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.

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.

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.