#WELCOMEBACK MAGGI – APPIES Asia Pacific 2016 Gold Winner

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#WELCOMEBACK MAGGI was another Gold winner created by McCann Worldgroup India at the APPIES Asia Pacific 2016.

In May 2015, Nestle India was hit by its worst crisis ever. Food Safety & Standards Authority of India labeled Maggi as unsafe & hazardous for consumption, resulting in a ban on selling.

With the product off shelves and an opaque view of future it was imperative that Maggi communicated with its eagerly awaiting target audience who were feeling betrayed.

Not only was the method of communication crucial but also the messaging had to be strategically perfect.

This case unfolds the story of how Maggi achieved the impossible, and regained trust among its core consumers, turning tables on its worst crisis.

Through this campaign, the key factors to notice were how Maggi acted with full transparency, using the right medium to reach out to their consumers with a disruptive and innovative approach (flash deal on “Snapdeal”).

These led to the successful re-launch of Maggi among its loyal consumers, thus boosting the brands image even further.

The campaign was presented by McCann Worldgroup India’s Chief Strategy Officer Jitendar Dabas and Strategic Planning Director Vibha Gupta.


Agency: McCann Worldgroup India

Bani Singh – Business Director
Ashish Sharma – Brand Leader
Vibha Gupta – Strategic Planning Director


Sanjit Phukan – Communication Manager

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit https://appies.asia/

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