Objective - 

Maggi is the leader in the ready to cook/ instant noodle category. The brand wishes to revive its image with a promotional film not more 50 seconds.

 

 

Target -

Young kids (12-16), 

Young audience (18- 21)

Mothers 

 

 

Mandates-

Brand logo 

Preparation must be shown 

Kids below 18 must not follow any cooking activities in the film. 

No religious references

Choice of language- Hindi

 

 

Insight -

A mother and her child’s relation is the most sacred relationship. 

Every young kid is possessive about her mother’s love and does not approve    the same when shared with someone else. 

 

The Proposition-

Hunger can be an adjoining force which brings a mother close to her Son/Daughter and hence the overarching idea of ‘Khusiyon ki Recipe’

 

 

TVC - 50- 60 seconds 

 

Client - Nestle Maggi 

 

Film opens on a plush hill station setup in front of a big house, presumably a penthouse.

We see two cars(suv) enter back to back in the frame and park in front of the penthouse.

 

Next we see people walking towards the front entrance.

Next we see a boy(13-15) walking while he’s playing with what looks like a toy car. 

We can also hear the helpers talking in the background as they unload the luggage.

Helper- Arre Bhai, Sharma ji ka saamaan upar aur gupta ji ka saamaan neeche rakhwa dena.

 

Next we see a maid serving glasses of juice to the visitors. 

Everybody picks up their glass. With just one remaining in the end, the boy(Rahul) looks at the glass and reaches out to pick it up, but only to find his mother serve it to his cousin (Boy- age 10-12), Shanu. 

The boy looks at the mother with a slight frown on his face as Shanu gulps down the juice.

 

Next we see the mother unpacking the luggage. We see Shanu and Rahul standing on the either sides of the bag. 

Sonu looks at a red muffler in the bag with a happy and excited look. 

Mother looks at Shanu. 

Mother- Rahul ka muffler tumhe accha lagga Shanu ? 

 

Sonu looks up at her and nod with a smile. 

 

Mother - Okay to tum ye wala le lo, Rahul k paas aur bhi hain. 

She hands over the muffler to Shanu as Rahul stares at Shanu with an angry look on his face.

Mother looks at Rahul and tries to calm him down with a soft look.

 

Next we see Rahul and his mother sitting on a couch. 

Mother is watching t.v while Rahul is busy playing games on his dad’s phone. 

We see Shanu enter the frame as he starts peeking into Rahul’s game. 

Mother- Tumhe bhi khelna hai Shanu ? 

 

Shanu nods with a smile .

Mother - Chalo Rahul Thodi der Shanu ko bhi khelne do. 

 

She makes Rahul hand over the phone to Shanu.

 

Next we see the mother standing in front of the porch as Rahul approaches her from behind.

Rahul - Mummy aaj boating karne chalo na !

 

We see Shanu come out the door towards the mother. 

Shanu (Innocently) - Maami mujhe na aaj horse riding karni hai. 

Mother - Aapko horse riding karni hai ? Challo aaj fir horse riding karenge.

Mother (to Rahul)- Rahul boating kal kar lenge okay. 

 

Rahul again has an angry look on his face as he rushes back into the house. 

 

Next we see the families standing in front of the car as the prepare to leave for an outing. 

Rahul rushes towards one of the cars and hops onto the front seat . 

We see Shanu looking innocently at Rahul. 

Mother enters the frame. 

Mother(to Shanu)- Shanu aapkpo aage beathna hai kya ? 

Shanu looks at Rahul’s mother and nod.

Mother (to Rahul) - Rahul, abi tum Shanu ko aage beathne do. Baad mein tum aage beath jana. 

 

Rahul argues with his mother but eventually gives up and let Shanu sit in front. 

 

Next we see a shot of the front lawn of the penthouse where Shanu and Rahul are playing with mother sitting in the background. 

Shanu ends up breaking Rahul’s car by mistake. 

Mother(to Shanu)- haww, car tuut gaya ? Challo koi baat nai.

Rahul gets really angry storms out of the frame. 

 

Mother notices Rahul’s strange gesture. 

 

Next we see Rahul rush into his room and climb up his bed with anger. 

We see the mother enter from behind. 

Mother - Rahul, Beta bhook lagi hai ? 

Rahul(angry) without looking at her - Nai, aap apne bete Shanu ko hi jaake k khilao !

 

Mother gives a faint smiles and move out of the room. 

 

Next we see the mother cook maggie noodles. She pours it in bowl and enter Rahul’s room. 

 

We see put the mother put the bowl in front of Rahul. 

Rahul gives a big smile as soon as he looks at maggi and hugs his mother. 

Rahul- Thanks Maa ! Waese bhook to lagi thi.

 

Mother (pointing at maggi) - Ye jo mera pyaar hai na, ye kissi cousin k liye nai, Ye pyaar, mere bete k liye hai.

We see the mother hug Rahul. 

 

Super - Maggi logo

  Maggi noodles packet

 

MVO - Maggi noodles. Ye hai khusion ki recipe !