MxMIndia

Tag: Maggi

  • "I have not received any notice yet. So I cannot make any comment. If it (notice) is received, my lawyers shall attend to it. It would be inappropriate to comment on a matter that is subjudice," said Amitabh Bachchan

    Is it right to indict celebs for endorsing FDA-approved products?

    By Nandini Raghavendra & Ravi Teja Sharma

     

    With a Bihar court directing police to file an FIR against Maggi brand ambassadors Amitabh Bachchan, Madhuri Dixit and Preity Zinta, celebrity endorsers are in a tizzy.

     

    Many celebrities refused to comment on record, but said that they have become a soft target in this fiasco. “It’s sad and true that known faces get targeted for the wrong reasons and agendas just to seek attention. It’s unfortunate because it becomes like a cry wolf syndrome; the day there will actually be someone with a justified reason and cause, it will not be given the importance it possibly deserves,” said actor Arjun Kapoor, who recently faced public ire over his participation in the AIB Roast. “Fame is a double-edged sword,” said actor and singer Ayushmann Khurrana.

     

    Madhuri Dixit’s lawyer Anand Desai, who is managing partner at DSK Legal, said the actor had not received any Food and Drug Administration (FDA) notice. Asked if a star could be arrested for such an offence, Desai said that an arrest is made only to prevent a star from not co-operating or not perpetuating the crime further. Custodial investigation definitely reveals more than non-custodial, but what are the stars going to contribute here, he asked.

     

    “I have not received any notice yet. So I cannot make any comment. If it (notice) is received, my lawyers shall attend to it. It would be inappropriate to comment on a matter that is subjudice,” said Amitabh Bachchan.

     

    So have stars really become soft targets? The fact that such a big MNC has been accused does not seem as important to people as discussing the brand association with film stars, said social commentator Santosh Desai. “The primary responsibility lies with the FDA, who have still not been able to figure out what is wrong. Then how do you expect the stars to do it?” he asked.

     

     

    “If a product has been passed by the FDA, why would a celebrity not believe that all is in place? Yes, it merits an investigation but in the case of anything being amiss, the primary responsibility lies with the FDA not the stars. It is a completely irrelevant fact, it is just that everyone feels important by association with the stars,” Desai added.

     

    “Celebrities are protected by their contracts,” said Indranil Das Blah of celebrity and sports management firm Kwan. He found the situation grossly unfair. “You cannot hold a celebrity responsible or liable for something that’s not in their hands, they are not in charge of the product development in the first place. They are not going to get into the R&D of a product or the brand promises that it makes,” said Blah.

     

    Bunty Sajdeh, CEO of Cornerstone Sport and Entertainment said that it is unfair and opportunistic and the stars are being targeted just because they are celebrities. “If it’s a reputed brand, if it is FDA approved, legally approved and legally in the market, we will take it on its face value. Besides, we protect our celebrities very stringently in our contracts, wherein we are completely indemnified from any such untoward incidences and we also have the right to terminate,” says Sajdeh.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Coke should go all-out on the crazy quotient; they need to think of wild and charming incidents. No need for multiple situations, they should tell us one cool story/incident at a time. This will make the communication stronger

    Debrief: Coke: Crazy nahin kiya re!

    By Anil Thakraney

     

    Coke has extended the ‘open happiness’ idea. The latest TVC features ‘crazy’ things people do to bring joy to strangers. Apparently the situations are based on real incidents filed by Coke drinkers. This not a new thought, Maggi noodles has been doing the real stories gig for some time, and Coke has made the same error Maggi made in the treatment, but we’ll come to that soon.

     

    The ad features a collage of so-called crazy actions. A young cyclist high fives a middle-aged gent who’s extending his hand to hail an auto-rickshaw. One kindly soul gifts a Coke bottle to a security guard. A kid leaves a bottle for a tired Santa. And so on. I like the jingle, it’s quite catchy. This is a good thought because it opens up opportunities for thinking offbeat situations, and it should work in India because we folks usually ignore strangers. Nobody even exchanges smiles on the streets in this stuck-up nation, so people will find the idea novel.

     

    Yes, all fine and dandy. The problem is this: Situations featured aren’t really crazy. They might just make you smile on the first exposure but from thereon they do nothing to you. I think Coke should go all-out on the crazy quotient; they need to think of wild and charming incidents. And there’s no need for multiple situations, they should tell us one cool story/incident at a time. This will make the communication stronger.

     

    And if Coke isn’t able to get hold of exciting stuff from the janata, the creative team should cook it up. Viewers don’t care about the modus operandi, they look for entertainment. Maggi ads suffered from the same problem because they weren’t able to obtain fantastic Maggi moments. I think this can be handled in both the cases very easily.

     

    So go crazy full-on, dear Coke. You are onto a good thing, don’t mess it up by relying on dull real stories.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=jyEWtpYtpv4[/youtube]

    Rating: (On a scale of 1-5): 2.5 Idea has potential, needs to get wings.

     

  • While the intent is right… Maggi is an old brand and it needs to build bonds with consumers to stay relevant in their lives… the execution left me totally unmoved

    Debrief: Maggi: Weak stories

    By Anil Thakraney

     

    ‘Spreading happiness’ is an interesting platform for Maggi. Going beyond just the fast food narrative, the new ad tries to bring out people’s happy association with Maggi noodles. So as to build an emotional connect with the brand. The theme is: ‘Meri Maggi – 2 minute mein khushiyan’.

     

    The commercial features Amitabh Bachchan as the host, as we watch vignettes of junta’s happy Maggi moments. A hungry biker is fed Maggi by a stranger woman. Some kids use candles to cook Maggi. A bahu wins over her in-laws’ affection by serving them Maggi (really?). These are supposed to be authentic consumer stories. And Big B dutifully invites viewers to send in their own Maggi tales, which will be shared with everyone.

     

    While the intent is right… Maggi is an old brand and it needs to build bonds with consumers to stay relevant in their lives… the execution left me totally unmoved. The Maggi tales/moments/whatever need to have some adrenalin, some energy and most importantly, a surprise element. If they remain at the basic level, which currently is the case, the communication isn’t able to do its job. Because the emotional quotient is very weak. And yes, Bachchan plays an over-paid prop in the commercial.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=FmE4xnWoTQ4[/youtube]

    We need touching, heart-felt stories, dear Maggi. Cook them up if you can’t find real ones. And take your time, you don’t need to do it in two minutes. Just like good food, good things take time to happen. 🙂

     

    Rating: (On a scale of 1 to 5): 2. Right idea. Let down by very average execution.

     

  • Britannia is aiming at getting 10-15 per cent of additional revenue from Snackuits tp contribute to its Rs480 crore business (as valued by AC Nielsen)

    Britannia introduces Snackuits for guilt-free snacking

    By Tuhina Anand

     

    There is no need to feel guilty about snacking any more, Britannia has launched a new product, 50-50 Snackuits keeping in line with its Taste Bhi, Health Bhi formula, this product aims at making snacking enjoyable experience and at the same time getting rid of any guilt that comes with it. Snackuits was launched in January and is already available in North, West and East. Now Britannia is gearing to launch the product in South.

     

    Talking about Snackuits, Shalini Degan, Category Director, Delight and Lifestyle, Britannia Industries said: “The truth is that people want to snack and then they feel guilty which leads them to snack some more, making them unhappy. We want our consumers to feel ‘Snack Happy’. The idea being that we know that people want to snack and we don’t want them to feel guilty about eating in between meals. We decided to make a product that satisfies some need of the consumers but fundamentally it removes guilt. So we have been telling people, please have this whenever you feel like and be snack happy.”

     

    The highlight of the product is that it is baked and there is no ostensible calorie intake. In fact, healthy snacks have become a fad of sorts with many players joining the bandwagon and talking about health and nutrition such as Lays Baked, Aliva and even Nestle’s Maggi.

     

    Not deterred by many players jumping into the health platform, Ms Degan said: “People like to follow Britannia. We took to this platform much before the rest. It’s nice to know that others are following us. For us it is simple, we are here to make sure that our consumers are emotionally satisfied, we are here to ensure that along with the taste, we ensure that nothing that we do makes one unhealthy. That is something we have been doing for many years now.”

     

    But the question is whether the consumers are convinced enough to pick up a packet of such ‘healthy’ baked products? Degan clarified: “It depends on what your reference point is. We are not saying we are as healthy as an apple but yet as far as snacks goes we have an innovation that is healthy as well as satisfies your taste buds!”

     

    Britannia is aiming at getting 10-15 per cent of additional revenue from Snackuits tp contribute to its Rs480 crore business (as valued by AC Nielsen). It’s looking at achieving this target in two years time. Snackuits will probably see more flavours being launched or a variation in shape or formats but that is once it establishes itself among the consumers. It is now available in three flavours – Swiss Cheese & Chilly, Chinese Hot & Sweet and Italiano Pizza in 30 gms pouch for on-the-go consumption and 50 gms box for in-home consumption.

     

    In the Rs7000 crore salty snack business which has been growing at a CAGR of 20 percent per annum, the success of Snackuits is not overestimated. And to make it a reality, Britannia has planned a 360-degree campaign to talk to its consumers about this new product.

     

    Created by Lowe Lintas, Britannia will soon launch four TVCs that features homemakers who enjoy snacking on Snackuits along with their witty take on everyday incidents of life. The ad is all about breaking the ‘bechari’ stereotypical image of a homemaker one sees in many ads being bogged down by worries of domestic life.

     

    On the campaign, R Balki, Chairman and CCO, Lowe Lintas, said: “Who says housewives are boring? If only we could put a camera on when they are with their friends…husbands will be shocked! It’s not just teens who hang around with snacks. 50-50 Snackuits is positioned as an accompaniment to the housewives adda!”

     

    Along with TVC, the other multi-media platform will explore the ‘naya concept hai ji’ tagline that sums up Snackuits aptly. There will be spots on radio and various on-ground activation which will try and find places where 50-50 Snackuits can interact and engage with housewives