1.Nestlé India & Paytm Mall team up for Maggi Masalas of India promotion

News Bulletin

In a first-of-its-kind association, Nestlé India has collaborated with Google and Paytm Mall to roll out an exciting new promotion for the launch of Maggi Masalas of India, the new variants of Maggi Noodles.

Inspired by the regional cuisines, the range will cater to distinctive local tastes with signature herbs and spices.

The objective of this engagement is to build anticipation and excitement around the new variants, where consumers have to guess the four flavours from the eight options provided.

Suresh Narayanan, chairman and managing director, Nestlé India, said, “At Nestlé, we constantly use platforms and technology to deliver differentiated brand experiences.”

“We are confident that our consumers, who have always demonstrated an unconditional love for their favourite Maggi Noodles, will be excited with this association,” he added.

“I am thankful to both our partners, who are leaders in their respective areas, for this association, to provide consumers with a unique and innovative experience that is a win-win for all,” Narayanan said.

This innovative association with Google allows users to key in Meri Maggi in the search bar, and be presented with eight options of Maggi Masalas of India variants.

The users have to then choose four out of the eight options displayed and submit their votes.

Upon the submission of votes, not only will the users become eligible to participate in the contest to win the Masalas of India Goodie Box, but they can also pre-book the yet-to-be-launched Maggi Masalas of India Noodles exclusively through Paytm and Paytm Mall.

Vikas Aghnihotri, director, sales, Google India, added, “Google is always innovating to create unique experiences for users, and this innovation is an example of how we can work with organisations to drive engagements at a mass scale.”

2.MTR Foods launches highest-selling product sambar powder’s spicy variant

MTR Foods, the pioneer of packaged foods in India, has launched MTR Spicy Sambar Powder, which, as the name suggests, is the spicy variant of one of its highest-selling offerings, sambar powder.

It is the result of a combination of deep consumer insight and an in-depth cuisine study. Across South India, there are distinct tastes of sambar made in the same home, which might be based on the main course, taste palate and meal occasion.

Thevariant targetshome-makers to providean ideal sambar to be served at breakfast, lunch and dinner.

While the classic variant has always been popular,there was a clear need for a spicy variantto cater to a wider usage opportunity. The company stated that MTR Spicy Sambar would be available across outlets in South India.

“We are aleading packaged masala player, with prominent leadership in the sambar powder market in Karnataka,” said Sunay Bhasin, chief marketing officer, MTR Foods.

“However, our studies showed that there was a clear need for a spicier version of sambar powder to suit the needs of our target audience of home-makers in Karnataka,” he added.

“This need-gap has given us an opportunity to drive penetration and grow the category further. With the launch of the Spicy Sambar, we intend to speed up this growth,” said Bhasin.

Said Rekha Nahar, general manager, marketing, masalas and spices, MTR Foods,“Consumers prefer different variations of sambar to suit different meal occasions.”

“However, right now if I have to make a spicier version of sambar, there are additions that I have to make from my end in the kitchen,” she added.

“MTR Spicy Sambar lends the perfect spicy kick to everyday sambar, making it the perfect accompaniment,” Nahar stated.

MTR Spicy Sambar will be available in stock-keeping units (SKUs) ranging between Rs 5 for a 10g packand Rs 80 for a 200g pack.

“The launch of this new variant will be supported by a 360-degree marketing plan, including a new television commercial (TVC), outdoor, digital programmes and in-store activation,” said the company.

3.Wagh Bakri launches ice tea in lemon, orange and khus & saunf flavours

Wagh Bakri, India’s third largest packaged tea company, launched its range of ice tea in four flavours – lemon, orange, peach and khus and saunf. They are enriched with antioxidants.

It is available in 25g packs (which make two glasses of ice tea), 250g packs priced at Rs 75 (which make 20 glasses of ice tea) and 500g packs priced at Rs 150 (which make 40 glasses of ice tea).

Wagh Bakri ice tea offers a glass free on the purchase of a 250g pack. It is a set of six glasses.

“People who are being health conscious are constantly in search of green tea or health drinks infused in Indian flavours,” said Parag Desai, executive director, Wagh Bakri Tea Group.

“Wagh Bakri has created a new Indian essence with khus and saunf-flavoured ice tea,” he added.

4.Hamdard launches RoohAfza Fusion

Hamdard Laboratories has experimented with its very popular RoohAfza and launched ready-to-drink beverage called RoohAfza Fusion.  The beverage is a combination of RoohAfza and pure fruit juice but the fusion drink has retained the intrinsic qualities of RoohAfza and its 10 natural herbs. Presently the company has launched five flavours, Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple & Orange and Luscious Litchi. The beverage will be available in a 200 ml packs and priced at Rs.20 each. The product has been launched at the national level but will see expansion in Maharashtra, Gujarat, West Bengal and Karnataka in coming weeks.

The more than century old FMCG, Hamdard, has adopted a transformation strategy to target the youth who aspire for convenience and on-the-go formats. Although RoohAfza has very loyal customer base and does well as a product but somehow it has not found a connect with the new generation as they probably prefer the more ‘cool’ ready-to-drink formats. RoohAfza Fusion aims to target this group and is confident that it will prove to be ‘category shaker.’