Maggi to ‘Meri’ Maggi – The Journey of Maggi Noodles

Drizzling outside, sitting near the window with a friend and suddenly she shouts, “Let us have Maggi!!!” Oh how we love our ‘Maggi Bonding’. 2 in the night or 5 in the morning, somehow this magical bowl never seems to disappoint us. Maggi is a “my” brand. Each one of us relate to it. Despite having it since our childhood, given an option we still love to skip our meals to have a bowl of hot Maggi. From a midnight snack to best friend on a vacation, Maggi has always been there.

Maggie, the nestle brand was launched in India in 1982. So far Indian consumers were conservative in their eating habits, but the launch of Maggi brought a paradigm shift to the way Indians ate. From the traditional Indian dishes rather rose the culture of – instant noodles. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. But it found that the sales are not picking up despite heavy promotion. Research then showed that Kids were the largest consumers of the brand. Realizing this, they shifted the focus to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. With taglines like “Mummy Bhook Lagi”, “Bas 2 Minute” created a personal connect between the brand and the consumers. Post which Nestle revamped its marketing strategy to keep the Maggi brand fresh in the minds of Indian consumer and reposition Maggi as a ‘health product’.

The brand has over the year changed its positioning as well – from a 2 minute noodles, now they talk about health – for the health conscious. No brand can ignore the power of consumers – Consumer is the King and the memory of the consumers is short lived. Unless the rand creates numerous touch points and innovates the way it communicates, people tend to look the other way, towards the other interesting brands. Maggi has generally stayed away from taking the celebrity endorsement route. The only exception was roping in actor, Preity Zinta for a brief period, to promote the Rs 5 Chotu Maggi and the Maggi family packs.

To make consumers part of the brand’s journey, Maggi launched a commercial which spoke about various memories people associate with Maggi. The ad has been conceptualised by Publicis India and works on the favourite emotions of Indians – Nostalgia!

The advertisement opened with a voiceover, which said that one has many memories attached with Maggi over a period of 25 years. The ad is a collection of short vignettes, showcasing consumers’ memories of Maggi. For instance, one child remembers eating Maggi on a camping trip; while another person remembers serving Maggi, when people were stuck in the Mumbai floods.

The ad concludes with consumers being invited to share their own Maggi story, through which they can get a chance to feature on the Maggi packs or ads.

As a part of its promotional drive, Maggi has launched a website, meandmeri.in, where consumers can upload their Maggi moments and submit their favourite Maggi recipe. Consumers, whose stories or recipes are a hit with the company, will get a chance to be featured on Maggi packs or ads.

Maggi synonymous with noodles in India used real stories from its consumers' loves taking storytelling to a whole new level and one can only guess what they come up with next!

Lat but not the least, being a cook, I cannot ignore but talk about the different ways we can cook it – plain, with vegetables, Chinese style and so many more ways and each one gives a different flavour altogether – Mesmerizing!

Try this Chatpata Maggie Recipe

This is something I ate at a highway-side dhaba on my trip to Dalhousie

· Fry some onions and chopped chilies together (tomatoes optional) and add the tastemaker

·Roast all the ingredients (with salt, pepper and red chili powder according to taste). This brings out the flavor of the Masala much better

· Add the noodles once the masala is fried

·You can either boil the noodles separately or add it to the roasted Masala or you can break the    uncooked noodles into smaller portions and roast it a little before adding water and bringing the whole thing to a boil.

EAT and ENJOY!

-Komal Puri, Contributing Author

My Love Letter to Butter Chicken

Dear Butter-Chicken,

I find it the apt day to express my love for you. It’s Valentine’s Day and a whole lot of people are busy displaying their affection to their loved ones publicly  I resort to my way of displaying my affection in pen and paper. I kind of like it the traditional way.

I always had so much love, fame and appreciation in my life…… Yes I am one super-dude blessed with brawn and brain alike! But I have been wise. Wise enough to realize that all I ever wanted in my life is you. You bring a smile to my face. You have helped me wipe my tears. You have been everything to me. How I loved watching you, smiling at you, smelling you so that others won’t take notice and feeling you getting immersed in me. (Apologies if I got kinky in my language!)

I remember how I had a really bad break-up after being committed for 4 long years. One act of defiance, and I was shattered. I remember how when I returned home disappointed, my face, as my friends later told me, showed the anxiety as if the world would actually come to an end. I remember how I wanted the Mayans to be true. But what I also remember, and very fondly so, how you were waiting for me back at home. You were there in the kitchen. Looking fresh, and yes….HOT AND TEMPTING! I could feel my pain wither away. I was at a loss of words and happily so. I sincerely apologise for having ignored you and taken you for granted in these 4 long years.

But…….enough of all this! I admit. You are the one. No matter what way you treat me. No matter if you are cool with me, cold to me or hot to me. No matter if you give me the spice I require in life or be bland and boring. I just cannot have enough of you. I long for you. I live for you. I can kill for you and in more desperate times, get killed for you.

I love you! I love you in whatever way you are served to me. In a plate, a bowl, a cup or on the floor …………….I can’t survive without you and most literally so!

I LOVE YOU BUTTER-CHICKEN! I CAN’T LIVE WITHOUT YOU!

Truly Yours,

A True Foodie!

This Valentine’s, bake your special someone a chocolate cake | Simplest chocolate cake recipe

It is the month of togetherness, the month of promises, the month of LOVE!

Remember when after innumerable contemplation, you finally decided to propose? Butterflies in the stomach?

Yes!! The feeling was special. Back and forth, couldn’t decide – to say yes or reject. The decision was an important one. Lifelong commitment was something you always wanted.

Now that it is finally a YES and you have got all that you ever wanted, why not keep it going in the BEST possible manner? All that chasing was worth it, and everyday . though everyday is a Valentine’s day if you are truly, madly, deeply in love but there are no two thoughts that getting a pleasant surprise from the most special person in your life brings back all the memories and a makes you blush J

Think about it – how would your life be without them? Terrible.  Period.

Don’t let them go…this Valentine’s make them realize – they are indeed special. You still care, and they still are the center of your world. What best to bake them a cake, to show how much they matter to you.

They know you cannot cook, have never cooked, but you can only imagine, how they wish you did. Created your own symbol of love – bake a chocolate cake!

Don’t stress over it. It isn’t that difficult. We are here to help you make them fall for you again.

We bring to you the most awesome, the most delicious, the most  SIMPLE recipe of chocolate cake.

And by mentioning that it is the most basic form of a cake...we mean even its cooking is in the basic form....hence a COOKER CAKE :)

Ingredients

• Maida - 1 cup
• Milkmaid - 1/2 cup
• Sugar -1/4 cup
• Raisins and cashews as per choice ( I used a cup of them)
• Baking soda -1/4 teaspoon
• Baking powder - 1/2 teaspoon
• Melted butter - 1/4 cup
• Chocolate chips – ½ cup
• Milk - 1/2 cup

So now baking it is the simplest thing one can do...but for the ones who have just begun....you would LOVE it for its simplicity.

* Start by mixing Maida, baking soda, and baking powder in a bowl and then pass it through a sieve (this is done to bring in air and layers to the mixture...so that the cake turns fluffy)

* Mix in a separate bowl - sugar, milkmaid, butter and half the quantity of milk. Make a fine paste of it.

* Mix the ingredients of both bowls and make a smooth batter while adding rest of the milk.

* Take approximately 1 1/2 cup of salt and put it in the pressure cooker and spread it evenly. Remove the whistle and put it on the gas at low flame. Heat it for 2-3 minutes.

* Take a bowl (preferably aluminium) grease it with oil and sprinkle some flour on it. Pour the batter into this bowl and put it in the cooker (when the salt is warm post 2-3 minutes)

* Close the lid (make sure you have removed the whistle) and now chill for 45 minutes before you look at the brilliant achievement!

* Once out of the cooker let it cool for 5 minutes and go pour all your creativity on to it...layer it with liquid chocolate and nuts.

Taste it and go ahead…

-Komal Puri, contributing author

Simplest Hyderabadi Biryani

Lovely weekend ahead...nice weather...craving for something amazing to eat! It all lead me to recall one of the biryani recipes i saw on a travel show sometime back...and here it is...for all of you to try this delicious creation atleast once :)

This is one of the simplest ways to make Biryani which makes it a must try!

Ingredients :

Olive Oil, as per requirement
Jeera - one teaspoon
Roasted jeera (cumin powder) - one teaspoon
Coriander powder - one teaspoon
Bay Leaves (Tez Patta) 3-4
Green elaichi (cardomom) - 2
Moti elaichi - half
Cloves - 7-8
Black pepper - 10-12
White pepper - 1/4 teaspoon
Cinnamon - 3-4 small pieces
Sliced Onions - 1 cup
Tomato Paste - 1 1/2 cup
Ginger garlic paste - 3 spoons
Yellow butter - 1/2 cup
Chicken pieces - 5-6
Rice (pre cooked, preferably boiled)
Mint leaves
Food colour
Turmeric powder
Red chilly powder
Table Salt

Start by heating some Olive oil in a pan. Add cumin, bay leaves, cardomom, cloves, cinnamon and black pepper to it.

After 10-12 seconds (spices should not become black-red) add sliced onions to it. The onions would provide moisture and help the spices retain the flavour.

Caramalize the onions (reddish brown in colour) on low flame. Keep turning its sides, to avoid burning the onions.

After that add chicken pieces to it. You can also use lamb instead. After 30 seconds Add ginger garlicpaste to it (paste should be made with equal quantity of ginger and garlic)

Add the spices - turmeric powder, red chilly flakes, cumin powder and coriander powder. Wait for 10-15 seconds and add the tomato paste.

Add 1 1/2 cup of warm water. Put the lid and let it cook on low flame for 35-40 minutes (time shall vary if you are using lamb instead of chicken).

Once the chicken cooks, separate the pieces from the gravy and keep aside. In another vessel take yellow butter and add the pre cooked and coloured rice to it. (boil a glass of rice in water. Drain out excess water once the rice is semi cooked and then add food colour mixed in water to it)

Add gravy of the chicken to the rice. And mix well on high flame. Don't do this rigorously to avoid breaking the rice.

Add finely chopped mint and coriander leaves to it with a dash of lemon. Add half teaspoon of garam masala to it, turn of the gas and close the lid. Let it rest for 5-7 minutes.

Serve it hot with a drink of your choice.
Suggestions : you can use raita instead of the drink (add water to pre hung curd. Mix well and add garlic to it. Garnish with fresh coriander and mint leaves.

Image Courtesy : Bhujbal View

Hope every one loves the Birayani you make :)

-Komal Puri, contributing author

Food, Fusion and One Big Melting Pot

She said, “Let’s not insult Chinese food. I prefer Chinese over most of the other cuisines. Chinese food is ideally bland and this is a masala riot. I would rather call it a ‘Chinjabi’ dish.”

Bonding with the new office colleagues on a damp and humid August afternoon she, on behalf of the newly formed group had ordered for some vegetable fried rice and chilly chicken from the nearby Chinese outlet. Having heard quite a few good things about the food outlet, which was apparently a to-go-to food destination for the office goers who worked at sector-2 in Noida, she had placed a full blown order for ‘Chinese’ food. She was only half expecting it to be authentic, but what came her way left a bad taste in her mouth, quite literally.

Another new-bee in the office, part of the same gathering was forced to recollect his memories of a lecture of marketing in his communication school. The professor, much-renowned marketing communication stalwart had briefed them about how McDonald’s, the American fast-food giant had brought in the recipe Mcaloo Tikki Burger with its inception in India in 1996. Globally McDonald’s was known for its hamburgers, beef and pork burgers. Most Indians being barred by religion could not consume beef or pork. To survive, the company had to be responsive to the Indian sensitivities. So McDonald’s came up with chicken, lamb and fish burgers to suit the Indian palate. He thought what name could be given to such food…. ‘Indiamerican’, may be ‘Amerindian’! He had given up. It was a waste of time.

Numerous other examples shoot up while discussing, what Wikipedia now terms as ‘Fusion Cuisine’. In the 1970s, Wolfgang Puck spearheaded the worldwide movement that is fusion cuisine, by blending European and Asian cuisines. The concept was put to action in California from where it spread throughout America.

Various reports and speculations hold various factors like migration and the concept of ‘Global Village’ responsible for the origin and evolution of fusion cuisine. Australia with no dearth of migrants has been waking up off-late to more and more fusion food at its numerous cafes and restaurants. Cities like Melbourne and Sydney are well recognized world-over for the quality and creativity of Asian-fusion restaurants.  Talking in the Indian context, the growing popularity of fusion cuisines like the Chinese Bhel, Chinese Dosa and Gobhi Szechuan have been astonishing. Given the simplicity in cooking and lack of high-on-flavour-and-aroma spices in Chinese food, it has always been a favourite ‘base’ for experimenting and no stones are being left unturned in making the best of fusion cuisines with it.

The very idea of coming together of flavours originating from geographies and cultures poles apart, literally, is enticing and mouth-watering. The food that makes its way to the platter is obviously a result of experiments, alterations and some seriously out-of-box imagination. The others might just be shunned to the dark dustbin corners.

With no intentions to preach or teach, not at all, would leave all the Delhites with two good words- ‘Delhi Darbar.’

-Amit Roy, contributing author