By A Correspondent

Media agency network Zenith and Nestlé India’s in-house content studio managed by HyperCollective have created a Twitter-based campaign called #UntrendLikeHotHeads for Maggi Hotheads, a new Maggi noodles variant in four flavours.

The campaign urged consumers to break free from popular trends and display their original, unique selves. They could post on an activity which sets them apart from popular trends. The gratification lay in the fact that Maggi Hotheads made people trend on Twitter.

Tanmay Mohanty

Said Tanmay Mohanty, Group CEO, Zenith India: “We are delighted to be at the forefront of this innovative and exciting campaign.  #UntrendLikeHotHeads hits the mark because it is fun, quirky, engaging and resonates with the Indian youth. There is an instant connect with the Maggi  Hotheads brand, also known for its distinct positioning and taste.  The campaign is a resounding success. It has sparked off viral conversations, amplified brand messaging, and generated rich insights. #Untrend has significantly added to the followership and popularity of Maggi  Hotheads.”

Added Taranjeet Singh, Country Director, Twitter India: “Our endeavour has always been to create enriching experiences for brands to connect with their fans on Twitter. Nestle’s #UntrendLikeHotHeads is a breakthrough idea, the collaboration saw extraordinary participation on the platform and enabled Maggi to be what’s happening on Twitter. We look forward to working closely to be part of more of such creative, strategic partnerships.”