Ad Campaigns
Maggi Hotheads #untrends on Twitter
MUMBAI: Nestlé India has launched a first-of-its-kind Twitter campaign #UntrendLikeHotHeads for Maggi Hotheads.
Maggi Hotheads – the spicy new variant from Maggi was launched last year and appeals to consumers with its four exciting and unique flavours – Green Chilli, Chilli Chicken, Peri Peri and BBQ Black Pepper. The brand is targeted at the youth who are a ‘bit eccentric’, are willing to take risks and have a positive and playful attitude towards life.
Nestlé India’s in-house content ‘Live Studio’ managed by HyperCollective, and Zenith India, Nestlé India’s media agency, collaborated for this innovative campaign and executed it on Twitter.
The campaign urged consumers to break free from popular trends and display their original, unique selves. They could post on an activity which sets them apart from popular trends. The gratification lay in the fact that Maggi Hotheads made people trend on Twitter.
A highly responsive twitter campaign got the Twitter universe into a frenzy. With over 13 million impressions and 28,000 hashtag mentions in just 3 days, Nestlé received 800 plus entries from across the country. The campaign received overall 3.1% engagement rate while the industry standard is at 2% for FMCG.
Tanmay Mohanty, Group CEO, Zenith India says,” #UntrendLikeHotHeads hits the mark because it is fun, quirky, engaging and resonates with the Indian youth. There is an instant connect with the Maggi Hotheads brand, also known for its distinct positioning and taste. The campaign has sparked off viral conversations, amplified brand messaging, and generated rich insights.”
Taranjeet Singh, Country Director, Twitter India said, “Nestle’s #UntrendLikeHotHeads is a breakthrough idea, the collaboration saw extraordinary participation on the platform and enabled Maggi to be what’s happening on Twitter. We look forward to working closely to be part of more of such creative, strategic partnerships.”
Using the hashtag #UntrendLikeHotheads, a plethora of fresh and engaging content pieces emerged in three days of the activity. Zenith India made sure that the content was targeted and optimised effectively and efficiently and hence delivering enriching brand experience through the platform.
Response from consumers and their real-time interactions with the brand can be viewed via the following links:
MaggiHotheads : https://twitter.com/MaggiIndia/status/905010530212954113
#Dhoni100: https://twitter.com/MaggiIndia/status/904678784502120449
Tennis:https://twitter.com/MaggiIndia/status/904700777247121408
#TeachersDay: https://twitter.com/MaggiIndia/status/904970105708097536
Personalised Response from Maggi India:
@PinkResonance Thank you for the inspiration! Here's something based on your idea. #ReadABookDay #UntrendLikeHotHeads pic.twitter.com/TetmmLBTMo
— Maggi India (@MaggiIndia) September 6, 2017
https://twitter.com/MaggiIndia/status/905386536895524864/video/1
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
