In a partnership with Project Nanhi Kali, jointly managed by K. C. Mahindra Education Trust and Naandi Foundation, Nestle India decides to re-package its three brands - Maggi, Nescafe and Kitkat
In an innovative approach and for the first time in India for any FMCG brand, MAGGI, NESCAFÉ and KITKAT will give up their most iconic and recognized brand properties to support the cause of educating the girl child. MAGGI has changed its tag line from “2 minute noodles” to “2 minutes for education”. KITKAT has changed the visual of the finger snap to one without the break with the line “No break from education” and NESCAFÉ changed the tagline “It all starts with a NESCAFÉ” to “It all starts with education”. This has been further reinforced with a blue band which carries more information on the association with the URL of Nanhi Kali.
Speaking on the partnership, Suresh Narayanan, Chairman and Managing Director, Nestlé India said, “Brands are built with purpose and exist by earning the love and trust of consumers over time. Each 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. These are invaluable assets, protected, cherished and treasured by organizations. We are changing the packaging of three of our most iconic brands to sensitize and draw attention to the crucial need for society & citizens to embrace our collective responsibility in ensuring that girls are allowed, given access to and nurtured with the power of education. Girls with access to education not only improve their own lives but also bring positive changes to their families, communities and economies. This is our belief and conviction as Nestlé India and our humble way of making a small yet deeply felt contribution to a cause that is important and vital to Indian society.”