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
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
