MAGGI® Spicy for the youth of today jinhe “Mirch Nahi Lagti”

Nestlé India has unveiled a new digital campaign for MAGGI’s Spicy range, built around a bold and culturally resonant idea. At a time when young people are often questioned for choosing unconventional paths – in their careers, passions, or everyday decisions – the campaign responds to such judgement with quiet, self-assured and unapologetic confidence, shunning them with a “Mujhe Mirch Nahi Lagti”.

At its heart, the campaign celebrates Gen Z’s belief in backing their own choices. It positions MAGGI Spicy as a brand that mirrors their individuality, using spice as both a playful metaphor and a powerful expression of self-confidence.

Talking about the campaign, Rupali Rattan, Director, Foods, Nestlé India, said, “We are celebrating a generation that is confident in its choices and unafraid to express themselves. This campaign reflects our belief that great taste goes hand in hand with strong individuality, and that young people today are redefining what success and self-expression look like on their own terms.”

By taking a differentiated stance within the “spicy” category, MAGGI Spicy underscores that the product is not just about heat, but also about taste and personality. The range has exciting flavors of Cheesy, Garlic & Manchurian which have witnessed great success amongst MAGGI lovers.

The campaign will be amplified across social media platforms, strengthening MAGGI’s connection with young consumers across India and bringing alive the spirit of saying, “I Love MAGGI Spicy, Mujhe Mirch Nahi Lagti.” simply and confidently.

Link to film 1 – https://youtu.be/QVlLQXNEYbA?si=KC7ixHKTc6Ix6gqw

Link to film 2 – https://youtu.be/ybnTzFNHBRo?si=sKjtAM_4FS3Ym8if