As part of its aim to strengthen its relationship with consumers in India, Nestlé launched a ‘Guess the Taste’ flavour of its noodle brand Maggi in March, encouraging consumers to guess the taste of the new, mystery flavour.
Nestlé says it has since heard from more than 45,000 consumers with name suggestions for the flavour and has over 530,000 fans on a Facebook page created for the campaign called Meri Maggi.
According to Nestlé consumers have a very strong emotional connection with the brand in India.
Marketing manager for Maggi noodles, Mukesh Kumar said: “The idea has really captured people’s imaginations. We have had an incredible response, which is even more impressive when you consider that we haven’t offered people any incentives to take part."