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MAGGI sets out to celebrate the extraordinary with Masala-Ae-Magic and Juhi Chawla

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Masala-Ae-Magic vows to transform the ordinary to extra ordinary every day with their new campaign

Cooking is an integral part of every mother’s life. It is her way of showing her love and devotion towards her
family. But who would have thought that it could also be a simple tool to impart impactful life lessons to her
young teens? MAGGI, through its new campaign for ‘Masala-ae-Magic’ showcases exactly this.

The campaign features the well-known Bollywood superstar Juhi Chawla. Known for her stellar performances
on the silver screen, Juhi will be donning the cap of a mother who teaches her son an empowering lesson
through every day cooking- ‘It is in your hands how you transform the ordinary to extra-ordinary’.

Talking about the campaign, Mr. Nikhil Chand, Director, Foods and Confectionery, Nestlé India said, “At
MAGGI we realize that parenting is an immensely fulfilling but also challenging and demanding experience.
Mothers are always looking to guide their teenagers and impart important life lessons that will prepare them
for the future. One of these important life lessons is about a young teen’s attitude to everyday life- the ability
to transform the ordinary to extra ordinary through one’s actions. Our new MAGGI Masala-ae-Magic campaign
captures this insight beautifully and we are very excited to have Juhi Chawla as brand ambassador and as our
newest MAGGI mom. MAGGI Masala-ae-Magic is a great cooking aid to mothers everywhere as it enhances the
taste of every day vegetables and makes them extra-ordinarily tasty with its special blend of 10 roasted,
aromatic spices.”

On her association with the brand, Juhi Chawla said, “Associating with a brand that has such a legacy is always
delightful. I believe Masala-Ae-Magic is the magical, secret ingredient for those who cook daily. As a mother of
young teenagers, I totally understand how tough it is to keep children happy with everyday food, made at home.
Adding Masala-Ae-Magic really goes a long way in making ordinary, everyday food extraordinarily tasty.” The new campaign will have a high impact multimedia release encompassing television, digital, print and onground activations.

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