MAGGI Noodles – Mere Paas Ma Hain

Design: Meghna Saji, Abhay Ranganath, Zeniya Karani
Project Type: Student Project
School: ISDI, Parsons
Course: Communication Design
Tutor: Utkarsha Malkar
Location: Mumbai, India
Packaging Contents: Instant Noodles
Packaging Substrate / Materials: Microwavable Plastic (PP) Container and Card Stock
Printing Process: Digital Printing

“Mere Paas Ma Hain” is a famous Hindi dialogue taken from the Bollywood Movie ‘Deewaar’. The context of the following dialogue translates to unconditional mother’s love…We aligned it to the existing comforting and nurturing nature of the ‘MAGGI’ brand.

It intends to highlight the ‘Home away from Home’ feeling by introducing the motherly homemade flavors with the ease and convenience of ready-made Maggi by introducing a packaging variant which allows re-usability and convenience. This limited edition variant intends to induce the nostalgic homely feeling targetting the audience that lives away from home, for example in a boarding school, hostels or even at far away jobs.

This also targets the general Indian public who understand the wordplay on Bollywood and have enjoyed Maggi’s all these years while relying on it as a quick fix for their hunger.

The packaging imitates traditional ‘Tiffin boxes’ used pan India. The containers are microwavable and made of durable PP plastic material which makes it safe and easy to microwave. To make it zero waste, there are coupons on the back of the sleeve that can be redeemed to buy individual Maggi packets. Ensuring an environmental friendly packaging which also adds to the product recall value.

What’s Unique?
Mimicking the traditional ‘Tiffin boxes’ used pan India through a clever packaging which is also sustainable. To make it zero waste, there are coupons on the back of the sleeve that can be redeemed to buy individual Maggi packets.