Idea was ownership of 5-6 pm time band and rechristening it 'Snacktime'. Used cartoon characters to remind kids of their favourite snack - Maggi. This was a smart way of getting product endorsement by cartoon characters without paying licensing fee. Created vignettes on Cartoon Network showing toons having their favourite snacks and reminding kids that its time to grab their Maggi. Vignettes were aired only during 5-6 pm.

Research has shown that association of Maggi with 'snack' has doubled post this activity. Maggi continues to dominate the kid’s mind space. Have smartly got the product endorsed by the Cartoon characters without an extra buck being spent on product licensing.