Brands
Nestlé, Google & Paytm join hands for new Maggi
MUMBAI: In a first-of-its-kind association, Nestlé India has collaborated with Google and Paytm Mall to roll out an exciting new promotion for the launch of the new variants of Maggi Noodles. Inspired by the regional cuisines, Maggi Masalas of India will cater to distinctive local tastes with signature herbs and spices. The objective of this engagement is to build anticipation and excitement around the new variants, where consumers have to guess the four flavours from the eight options provided.
Nestlé India CMD Suresh Narayanan says, “At Nestlé we constantly use platforms and technology to deliver differentiated brand experiences. We are confident that our consumers, who have always demonstrated an unconditional love for their favourite Maggi Noodles, will be excited with this association. I am thankful to both our partners, who are leaders in their respective areas, for this association, to provide consumers with a unique and innovative experience that is a win-win for all.”
This innovative association with Google allows users to key in “Meri Maggi” in the search bar, and be presented with eight options of Maggi Masalas of India variants. The user has to then choose four out of the eight options displayed and submit their vote. Upon submission of vote not only will the user become eligible to participate in the contest to win the Masalas Of India Goodie Box, but can also pre-book, the yet to be launched, Maggi Masalas of India Noodles, exclusively through Paytm and Paytm Mall.
Google India director – sales Vikas Aghnihotri adds, “Google is always innovating to create unique experiences for users and this innovation is an example of how we can work with organizations to drive engagements at a mass scale.”
Paytm Mall has created a special Maggi Brand Store to sell the Maggi Masalas of India box from 22 April. The company has also launched a unique campaign – Catch the Maggi Train, in which four new flavor packs will appear as icons forming a train on Paytm and Paytm Mall app. Consumers who will click on the train icons & buy the product will be gratified with exclusive cashbacks on their purchase.
Paytm Mall vice president Saurabh Vashistha said, “India is a richly diverse country with countless cultures, languages and cuisines. Nestlé has done an excellent job of creating a special range of Masala Noodles drawing inspiration from this culinary diversity and we’re happy to bring this delight to the doorsteps of millions across the country. This is truly aligned with our ideology to build unique products handcrafted in India that acknowledge and celebrate our diversity.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
