Maggi has rolled out a campaign 'Rishte Maange, Bas Do Minute' (relationships need just two minutes), to celebrate meaningful moments of togetherness that can spark conversations, laughter, and lasting memories, encouraging families to create moments of togetherness.

Conceptualised by McCann, the film features a grandmother in the kitchen, calling out to her grandson, who is busy with a guitar tutorial, asking if he has two minutes to spare. Seeing the Maggi packet in her hands, he starts reciting the cooking instructions. However, the grandmother feels something is missing and suggests they ask his sister. The granddaughter then joins, suggesting they add carrots and French beans. Still feeling incomplete, they turn to the mother, asking her to spare two minutes to help make Maggi. This creates a heartwarming bonding experience for the family.

What we think about it: Brilliantly integrates the brand's core proposition of quick, two-minute noodles with the theme of fostering family togetherness.

Rajat Jain, director, foods business, Nestlé India, said, “The campaign addresses a pressing issue that resonates with a lot of families in the present day. Family members living under the same roof often struggle to get moments of togetherness. Maggi, being a beloved brand for all members of the family, addresses this challenge by creating joyful and spontaneous moments of fun for the entire family in just two minutes. This is the central idea for our campaign 'Rishte Maange, Bas Do Minute'. We hope the campaign will bring a smile to everyone’s face and further deepen Maggi’s relationship with consumers.”

The campaign has been rolled out on TV, digital, OOH and a consumer activation through digital.