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Maggi takes the VFX route for latest ad campaign

The noodle brand has collaborated with EiPi Media to capitalise on the craze for cricket.

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NEW DELHI: As the nation revels in the closely-fought India vs Australia series, Nestle's star brand Maggi has come up with a specially-crafted campaign for cricket fans. Conceptualised by EiPi Media, the ad films deploys VFX or visual effects – a first by the brand – to showcase how a hot bowl of Maggi noodles makes for a perfect cricket match companion.

The campaign proposition is that the speed and excitement of a T20 match can only be heightened with Maggi’s awesome taste. Therefore, as part of the storytelling, it shows how a cricketer comes out of the TV screen and enjoys a bowl of Maggi Noodles.

Nestlé India director - foods & confectionery Nikhil Chand said, “In India, the love for cricket transcends all boundaries. While during any cricket season the sport becomes our first love, food tends to become its soulmate. In this commercial, we have tried to marry this very bond of cricket and food, especially Maggi Noodles. Through a clutter-breaking and unique narrative, we believe the campaign has done a great job of bringing this emotion to life, and we are delighted to see the positive response for the campaign so far.”

EiPi Media said founder and CEO Rohit Reddy said, “At EiPi Media, we have constantly been rising to the challenge of breaking the clutter of branded content on social media. For Maggi, we used visual effects to make our videos edgy, leaving the audience with something to smile about.” 

The digital-only campaign was launched on 6 December 2020 during the ongoing India-Australia series on SonyLIV.

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