At long last, here’s a CSR-driven initiative that seems to put its money where its heart is – right on the brand packaging, even changing long standing, deeply entrenched product baselines that have build equity in millions of consumers over years. Have A Break? Kitkat. Two Minutes? Maggi Noodles. It all starts with…? A Nescafe! Well, all that’s changed, as you can read in this report by Revati. This reflects Nestle’s commitment and belief, which, perhaps, has been driven in large part also by the obvious involvement of Anand Mahindra, who is known to believe in committing to giving back to society, and does so generously. So congratulations to two likeminded corporate leaders, Suresh Narayanan of Nestle India and Anand Mahindra, for a great initiative.
There is definitely an extremely strong need for such real and sincere steps instead of the mandatory got-to-do-it CSR by mandated turnover percentage. And nobody has iterated that quite as well as M&E Industry leader Sunil Lulla, now Chairman & Md – Grey Group India, did during a chat with me recently. Putting his finger on a tragic truth about the ‘growth’ of Indian industry, he had said, and I quote, “I think the sad part in India is that one third of the population doesn’t get covered in anything — they don’t even have money to eat, right? It’s sad that you cannot find a way to market out hunger and market in knowledge; that’s where this country has failed, that’s where we all have failed, we’ve not been able to take hunger off the table, we’ve not been able to put education into every household, even though of late there have been programs under way for this.” It is only such awareness and empathy at the top that will help Industry help Society.
I see this initiative from Nestle and Nanhi Kali setting out to right this big wrong in their own small way. Innumerable such ‘ways’ will be needed to set the wrongs right. But the Nestle-Nanhi Kali initiative is such a good one, I had to editorialise even before sharing the report that Revati Nair has filed on it. As a society we are notorious for being understated and reserved. It is time to stand up and shout out from the rooftops when you see something real, sincere and good happening. I believe this initiative is one such. When strong and able corporates unite for a great cause, they only become more closelyand emotionally joined with the society that powers their growth, and which they must give back to.
So here’s Revati Nair’s report:
Nestlé India changes packaging of Maggi, Nescafe and Kitkat; supports #EducateTheGirlChild with Nanhi Kali
Nestlé India in association with Nanhi Kali is changing the packaging of 3 of their most popular brands- Maggi, Nescage and Kitkat to support girl child education. Nestlé has changed packaging of 100 million packs available on shelves by the end of September to raise awareness on the critical issue of girl child education, with one of the largest NGOs imparting education to underprivileged girl children across India.
In an innovative approach and for the first time in India for any FMCG brand, Maggi, Nescafe and Kitkat will give up their most iconic and recognized brand properties to support the cause of educating the girl child. Maggi has changed its tag line from “2 minute noodles” to “2 minutes for education”. Kitkat has changed the visual of the finger snap to one without the break with the line “No break from education”, and Nescafe has changed the tagline
“It all starts with a Nescafe” to “It all starts with education”. This has been further reinforced with a blue band which carries more information on the association with the URL of Nanhi Kali.
Nestlé India Chairman and MD Suresh Narayanan said, “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. These are invaluable assets, protected, cherished and treasured by organizations. We are changing the packaging of three of our most iconic brands to sensitize and draw attention to the crucial need for society and citizens to embrace our collective responsibility in ensuring that girls are allowed, given access to and nurtured with the power of education.
“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,” Narayanan said.
Anand Mahindra, Chairman, Mahindra Group, says “This is a path-breaking and innovative partnership between Nestlé India and a non-profit organisation, both leaders in their respective field. We believe that supporting girl’s 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 to #EducateTheGirlChild will have the desired impact of helping Nanhi Kali put a million girls in school. I am immensely grateful to Nestlé for their support to Nanhi Kali.”
The partnership with Nanhi Kali further strengthens the Nestlé Healthy Kids Programme which has already reached out to about 1,00,000 beneficiaries. Project Nanhi Kali, jointly managed by K. C. Mahindra Education Trust and Naandi Foundation, has been a credible programme working in the area of girl child education for decades. Leveraging on the extensive work done by Nanhi Kali, Nestlé India is supporting this cause and has become a part of the movement.
Author: Pavan R Chawla
A mediaholic who mainlines on content, communication, business consultation and strategy, Pavan has been an editor of newspaper and trade (Media, Marketing & Advertising) publications. He is into percussion, remixing of music, watching movies and television, writing, reading and design.