Awareness

The brand awareness of Maggi has been largely influenced by the expansion of the brand in
other countries all over the world. The extent of its recognition can be measured by the fact
that it has now become an essential household product. The term “noodles” has become
replaceable with “Maggi” in the kitchen. When a brand has reached this level of awareness
it portrays that it has reached the epitome of brand awareness.

Future of Maggi

Maggi is a well-loved brand in the Indian household. The brand has created deep emotional
connect with its residents. Yet, Maggi is notably synonymous with instant 2-minute noodles.
In the coming years, the brand will focus on homemade food and not only snacking.

To make this shift, the brand is ‘re-imagining’ how it expresses itself through its brand
communications. In line with the belief that when one cooks with Maggi products, they are
able to positively impact people around them, they have created a new brand proposition
of “Kuch accha pak raha hai”.

The brand’s packaging and design has been completely renovated to showcase a more
organic and wholesome product line. The focus is on real ingredients that go into making
each pack of Maggi.

In addition to their famous noodles, the Maggi product portfolio in India is exploring a range
of tasty cooking aids. Masala-e-Magic, Magic Cubes, and Bhuna Masala and food
accompaniments like ketchup, dips, and sauces are classic examples.

Kyoorius Design and Maggi both came together and challenged designers across the
country. They were in search for a design solution that addresses the key question of how
Maggi can strengthen associations with real food and cooking.