MAGGI 2- Minute Mein Khushiyan
The Maggi Noodles campaign – “Me and Meri MAGGI 2- Minute Mein Khushiyan” featuring Amitabh Bachchan celebrates 25 years of Maggi Noodles in India. I have a few comments to make but before I do that let us briefly check out its history. I happened to witness the launch of Maggi 2 Minute Noodles (M2MN) at in Bombay and Calcutta a quarter century ago; it had created a sensation. Noodles were not new to Indians when M2MN was launched, noodles were sold in the market but consumption was low, very few families consumed it and this category was a commodity; there were no big noodle brands back then. But M2MN brought about a new concept in noodle consumption in India, for the first time noodles could be prepared quickly and conveniently and the taste was loved by all. An interesting feature was the ‘taste maker’ – a concept like this was unheard of at that time, this became the product differentiator and a competitive edge; people became aware that M2MN was different from other noodles – it w...