Objective:
Maggi wanted to build brand familiarity and emotional resonance with school-age students across Northeast India by entering their daily environments in a fun, educational, and non-intrusive way. The challenge was to balance entertainment with engagement, create content-worthy moments, and ensure wide participation without disrupting school operations.
Our Solutions:
We designed an on-ground + digital hybrid campaign that brought Maggi into classrooms through quiz-led user-generated content (UGC), amplified by peer influence and WhatsApp participation.
✅ Quiz-Led UGC Mechanics
- Developed Maggi-themed quiz formats mixing fun facts, trivia, and cultural references
- Distributed printed and digital quiz booklets across schools
- Distributed printed and digital quiz booklets across schools
✅ Campus Activation & Facilitation
- Onboarded 30+ schools with support from school authorities
- Enabled peer influencers (student leaders & teachers) to drive participation
- Maintained campaign flexibility to align with school schedules and events
✅ Content Amplification
- Collected and curated student UGC across formats: photos, short videos, quiz answers
- Created campaign highlight reels for brand use
- Used WhatsApp groups and regional online communities for organic reach
Impact:
| Metric | Result |
|---|---|
| Schools Activated | 30+ Schools Across Northeast |
| UGC Submissions | 6,000+ Quiz Entries & Content Shares |
| Brand Recall (Aided) | 40% Increase Among Target Students |
| WhatsApp Engagement | 150+ Groups Activated for Participation |
| Peer Influencer Engagement | 200+ Student Leaders Involved |
Outcome:
This campaign positioned Maggi as a fun, friendly, and culturally rooted brand in the eyes of Northeast India’s youth. By seamlessly integrating into school routines through quizzes, peer-led buzz, and easy UGC participation, we drove organic word-of-mouth, strengthened brand recall, and laid the foundation for long-term youth affinity, all while respecting educational boundaries.