We used one of the largest and most distributed media platforms available: The Maggi noodle pack.

We gave a chance to all loyal Maggi consumers to become a bestselling author - because each pack had a billion potential readers/consumers.

All they had to do was send in their favourite Maggi stories. Three TV commercials, radio spots, virals, a website (www.meandmeri.in), banners and social media groups stirred the nostalgia of the past 25 years and invited people to write in with their Maggi stories.

With the 'Me and Meri Maggi' (Me and My Maggi) campaign, the brand achieved spectacular results. The website www.meandmeri.in logged in 100,000 unique visitors. 30,000 stories were uploaded (10,000 of them were on the website and 20,000 wrote through SMS and conventional mail.)