Famous Innovations gets Nestle to change packaging of Maggi, Kit Kat & Nescafe in support of Nanhi Kali

27 Sep,2016

By A Correspondent


Raj Kamble with Anand Mahindra and Chandrasekar Radhakrishnan of Nestle

Nestlé India has brought about a change in packaging of three of its iconic brands – Maggi, Kit Kat and Nescafé to support girl child education in association with Project Nanhi Kali – an initiative by K C Mahindra Education Trust and the Naandi Foundation.


Said Raj Kamble, Founder and CCO, Famous Innovations: “We were thinking of ways to increase corporate engagement for Project Nanhi Kali and we found ourselves wondering – what can corporate brands contribute with, other than just money? “Taglines” was the simplest, yet the most daring of answers. The one asset that any brands holds dearest to its heart and closest to its name. We salute Nestle India and Project Nanhi Kali for this bold step towards educating girls in India, a cause that we all know needs urgent attention.”


In their new avatar, Maggi has changed its tagline from “2 minute noodles” to “2 minutes for education”, Kit Kat has changed the visual of the finger snap to one without the break with the line “no break from education” and Nescafe comes with the tagline “ It all starts with a Nescafe” to “It all starts with education”. The message is further reinforced with a call to action and the URL nanhikali.org. A hundred million packs in the new avatar will hit the shelves this week, notes a communiqué.


Speaking on the partnership,. Suresh Narayanan, Chairman and Managing Director, Nestlé India said: “Brands are built by earning the love and trust of consumers over time. Every time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers. They are therefore invaluable assets, protected and treasured by organisations. We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Girls with access to education not only improve their own lives but also bring changes to their families, communities and economies. This is Nestlé India’s humble way of making a small yet deeply felt contribution to a cause that is important and vital to our society.”


The initiative will be further amplified by TV, outdoor, print, digital and on-ground activities, the communiqué adds.


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