Ad Campaigns
Maggi turns 35 in India, celebrates with new campaign
MUMBAI: The most iconic food brand in India, Maggi has turned 35 years.
Maggi began its journey in 1983, with the launch of Maggi 2-minute noodles. Since then the brand has brought about constant innovation in the food category through a host of launches in a number of categories, such as the taste-enhancer ‘Maggi Masala-ae-Magic’, Maggi Tomato Ketchup and Hot & Sweet, Maggi Vegetable Atta Noodles, and many more.
Over the years, Maggi has become a much-loved brand across the country. In-sync with the changes in society, Maggi aspires to embody contemporary thinking by recognising the larger impact women have on the society.
Along these lines, on this Women’s Day, MAGGI has rolled out its new campaign “Kuch Achha Pak Raha Hai” that recognises the changing status of women.
The ad revolves around a story of a mother and son, wherein the mother encourages her son to let his wife work after marriage. This campaign makes the point, just as recipes are changing, so are relationships.
Maggi as a brand believes that cooking does not stop in the saucepan. The simple act of cooking does not just make us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. Through “Kuch Achha Pak Raha Hai” MAGGI aims to drive advocacy on this thought, supported through multiple initiatives.
Nestlé India general manager of foods Maarten Geraets says, “Our consumers are seeking more information on our products than ever before, and this campaign will allow consumers to get the understanding they seek. The style of storytelling is aimed at eliciting interest amongst consumers and inviting them to ask any question.
Another key initiative as part of this changing Maggi is a campaign where Maggi will be opening up “our kitchen”, branded “From Our Kitchen To Your Kitchen”, where consumers will be invited to learn about Maggi products and how they are made.
Maggi has partnered with Rocky and Mayur to make a series of digital films as part of this campaign.
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.
