Though I must admit I quite liked the Maggi ads when I was growing up. I can still sing out the whole jingle, particularly the one which went:
"mummy badi gazab ki bhook lagi...* "
No matter how much kids loved Maggi, it was still a forbidden food in India. It fell in the 'junk food' food-group. I have eaten a lot more Maggi as a grown up than as a child. In the college canteen, and later when I lived alone, away from home. And at the cafeterias of the offices where i worked! Even now, after being married, I enjoy an occasional evening snack of Maggi noodles with some cheese on the side.
Which is why the new "Me aur meri**" Maggi campaign makes SO much sense! They seem to have suddenly woken up and smelt the coffee or should i say Maggi on their 25th birthday!
It feels like finally having your love reciprocated. Maggi suddenly took notice of me.
Maggi, in India is much more than a kids answer to sudden hunger. You can see all that Maggi stands for on their beautiful website meandmeri.in where consumers have themselves sent in their Maggi stories.
You can see the ad and read more about the campaign and the people behind it here.
There's even a Maggi time-machine on their website where you can find the Maggi ad of my childhood days.
* loosely translated - mummy, feeling REALLY hungry!!!"
** me and my maggi