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Nestle Maggi

Campaign Strategy & Film

Case: In 2018, Nestle, one of the largest food and beverage companies, launched an initiative called "2-minute Safaai Ke Naam" aimed at raising public awareness about proper waste disposal and reducing single-use plastics consumption in India. The campaign was led by Nestle's brand MAGGI and supported by Waste Warriors Dehradun and Amar Ujala, the media partners. The vision of the project was to raise awareness among people to stop littering, and it was essential to reach out to tourists, schools, and colleges since they attract the most significant number of consumers for the brand Maggi.

Objective
:The main objective of the "2-minute Safaai Ke Naam" campaign was to create an awareness program of sensitization in institutes where the most littering of Maggi packets happens. The campaign aimed to change the behavior of consumers and create a responsible attitude toward waste disposal. Additionally, the challenge was to maintain the identity of the brand Maggi while approaching its loyal customers.

Implementation
: To incentivize people to take an active part in this campaign, Nestle offered a packet of Maggi to every person who collected ten packets of Maggi. The campaign reached out to about 1340 students and 8 colleges. The whole idea was to create a behavioral change in the consumer, and the company monitored the campaign's success by measuring how people were learning this new way of disposing of waste responsibly.
The campaign was run through print, social media, billboards, and community engagement programs to inform the public about the importance of proper waste disposal. The team ideated the concept, and produced, shot, and marketed the film. Through the community engagement programs, the company partnered with Waste Warriors Dehradun, who helped in organizing clean-up drives and educating people about proper waste disposal.

Results: The "2-minute Safaai Ke Naam" campaign was a massive success. The campaign resulted in a significant behavioral change in the consumer, and people started disposing of waste responsibly. The company achieved its objective of creating an awareness program of sensitizations in institutes where the most littering of Maggi packets happens. The campaign reached out to about 1340 students and 8 colleges, and the team managed to incentivize people to take an active part in the campaign. By offering a packet of Maggi to every person who collected ten packets of Maggi, the campaign encouraged people to collect waste and dispose of it properly.