By Pritha Mitra Dasgupta
The latest corporate campaign from Nestle created by Prasoon Joshi, executive chairman, McCann Worldgroup Asia Pacific is visually impressive in its sepia tones and transition from pre-Independence to the 21st century. But ad folks and even consumers are taking the film with a bag full of salt. Their grouse: while Nestle claims it’s been a part of “country’s fabric for more than a 100 years”, many regard it more as silent spectator than active participant.
In the almost 92-second clip, the Swiss multinational food and beverage company packs in historic milestones in India’s journey like independence, India’s World Cup victory, its first space mission and so on. Nestle which set foot in India in 1912 features some of its marquee products like Nescafe, Milkmaid, KitKat, Maggi Masala and so on. But it’s opted to drop its famous Maggi noodles which, as you are probably aware, has been pulled from the market and is still under a cloud.
There has been some appreciation but the critiques have also been flying thick and fast. The most common one is that of appropriation: the belief that Nestle was nowhere near as embedded into the life of India as it claims to be. And that the one product that was ubiquitous does not make an appearance in the film.
An agency CEO who opts to remain anonymous points out: several brands can claim to have rightfully played a role in the transformation of India: Amul, Air India, Colgate, Dettol, Parle G and Lifebuoy. But when it comes to Nestle, he says, “The film is desperately trying its best to be part of the Indian subtext and culture, forcefully creating situations and conversations, which don’t connect. It is a tall claim. The basket has brands which cannot claim to be serving and being part of the nation for 100 years!”
Manish Bhatt, founder and director at Scarecrow believes the film is good but stops short of being Nestle’s best: “When you talk about brands being part of a country’s fabric then you instantly think of Coca Cola and the United States or Milo in Malaysia. You will find Santa Claus holding a Coke bottle. So only when a brand plays such a grand role in the everyday life of consumers and becomes part of their being, can it make such a claim.”
It’s also aroused the ire of Joe Public who are either rendered inarticulate by rage or weren’t particularly articulate to start with. A typical complaint reads as follows: “Fresh cow’s milk better option. Nice Ad but believe me can’t trust Nestlé (sic) I feel like a culprit as I used to give my daughter Maggi on Sundays.I never knew was feeding her lead n MSG.” Another reads: “Nestle should b ban (sic) for 100 yrs as it has betrayed 100 years of faith of indian people.”
To its credit, Nestle doesn’t believe in merely basking in the admiration of the people who like the film and is engaging even with its critics: a strategy that was missing around the time the Maggi crisis was brewing. In response to the first comment, it provides an update that clarifies its stance on the MSG issue. In response to the second, it replies with “This film is not about specific products or brands, but about Nestlé’s understanding of India’s culture and how we have been a part of the country’s fabric for more than a 100 years. While the Hon’ble Bombay High Court has lifted the FSSAI ban order on Maggi Noodles, the process of fresh tests mandated by them at select accredited labs is still underway, and we have taken a conscious decision not to use the Maggi Noodles pack-shot in the film until the process is complete.”
Nestle also takes times out to address the critiques of the industry at large. Managing director, Suresh Narayanan points out, “Nestlé has developed deep bonds of good will, trust and relationship with millions of consumers and participated actively in Indian society at large. The corporate film has been developed to communicate the rich heritage of Nestlé in India and how its relationship has been built over the years with commitment, understanding, passion and dedication towards quality. It is an acknowledgement of our gratitude in being part of Indian consumer’s lives, epitomised by some significant historic moments since Independence.”
He points to Nestle’s factory in Moga set up in 1961 which pioneered the dairy business and began contributing significantly to the development of the district in Punjab. He says, “We have successfully touched the lives of 100,000 famers who supply milk to us. Today with 8 factories across the country, our staff strength of more than 7000 people has 99.7 per cent Indians working dayin and day-out to deliver on our promise of quality and safe products.”
The film serves a second purpose that neither Nestle nor its critics are articulating: an attempt to position the firm as distinct from its flagship products. Maggi and Milkmaid are famous brands in India, Nestle perhaps, not as much. And so an attempt to build Nestle as a distinct, trustworthy entity, one that could brave the storms that may momentarily sink a flagship or two. But of course, the jury is out on whether this film is enough to make that happen.
Source:The Economic Times
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