The changes will be implemented in over 100 million packs of Maggi, Nescafé, and Kitkat.
Nestlé India has brought about a change in the packaging of three of its iconic brands -- Maggi, Nescafé and Kitkat. The changes have been carried out with the aim to support girl child education.
As part of the initiative, Nestlé, which has changed the packaging of 100 million packs, has associated with 'Nanhi Kali', a Mahindra Group initiative, which is one of the largest NGOs imparting education to under-privileged girl children across India. The new packs will be available on the shelves by the end of September 2016.
Maggi's popular tagline of '2 minute noodles' has been changed to '2 minutes for education'. Kitkat has changed the visual of the finger snap to one without the break with the tagline 'No break from education', while coffee product Nescafé changed the tagline 'It all starts with Nescafé' to 'It all starts with education'.
This has been further reinforced with a blue band on all packs 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, says in a press release, "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." For Narayanan, consumers are invaluable assets, protected, cherished and treasured by organisations. "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," says Narayanan.
Anand Mahindra, chairman, Mahindra Group, says, "We believe that supporting girl child education is a national priority and will have a far reaching positive impact on society. I am sure the new packaging of Maggi, Nescafé, and Kitkat carrying the message of #EducateTheGirlChild will have the desired impact and help Nanhi Kali put a million girls in school. I am immensely grateful to Nestlé for its support to Nanhi Kali."