Maggi - The Mage of Mages - Part 2

Have you ever had a midnight hunger breakdown and resorted to sleepily getting up and wonder how to manage the deep growling and gnawing rats in your soft stomach?

You switch on the light(s) without making much noise so that you don't disturb others - family, friends, relatives or any of the combination of the three - who are sleeping. 

Rummaging the kitchen like a quiet mouse looking for food, you are crestfallen that there is absolutely nothing at that very moment. 

Bad luck at its summit of the worst!

Then, dragging your feet like a child who doesn't like things but forced to do, you decide to retire to bed when a gentle thought strolls into your head which puts you in an exhilarating state of nervous anticipation. 

Hurriedly, you scamper to that nearest blue Tupperware. 

And, the most beautiful thing awaits by smiling and welcoming you with a yellow color.

5 minutes later, you have a big and deep suspiration that your eternal friend always has your back, okay stomach!, when things are looking terribly down in the dumps.

The comrade thy name is - of course, you guessed it right - you are wicked smart - MAGGI.

Such a situation hadn't happened in your life?? - either during school when you were a night owl or hostel life in colleges or watching your favorite sitcom & movie in the night and just wanted to munch something tasty and hot or the skipping rats in your tummy woke you up because you are really hungry while sleeping.

Yeah. The smile on your face says it all.

Au Contraire, I am positive that you have had even more fascinating MA - not the god damn degree! - but Maggi Adventures with your loved ones which you would remember with much and such delish relish and savored gusto that it's like JLaw Space Bungee Jumping in the 'Passengers'.

There's nothing you can probably hate or dislike about this soulful and sinful companion.

Even the Maggi Masala is just right for your palate and olfactory to get high.

If you haven't greedily eaten the pinchful of the Taste Maker before emptying its contents while cooking, then what are you still reading this for?

You should do it immediately.

Shoo. Shoo. 

If you truly taste it every time, just wait for a few minutes before the rest also get that specific exciting feel of salt and spices which would make it their instant favorite that they will cherish forever.

Now, we can continue ahead like the cooking hard noodles turning into a liquid soup before materializing into the It - not the clown - but your incredibly possessive Maggi-It that makes you squeal with delight like a first-time kid in Disney Land.

But, when reports surfaced that Maggi had lead content mushroomed and quickly escalated into a total lockdown in their sales, it was as painful as your toenail being broken into pieces by a stone or the wall and you scream in agony.

Only, in this case, it's on an emotional layer which hurts considerably more and longer. 

I am not defending those who involved in such practices. 

A wrong is a wrong no matter who does it and as an individual, we should be able to discriminate between right and wrong howmuchever you like or love or admire or adore a person/thing/place/event.

When you let your emotions - positive or negative - color your thinking process, the actual reality is distorted beyond description and comprehension.

Emotions getting the better of you?

What did I say in Part 1 about overriding of situations on us? That I will explicitly let you know why I brought in the topic of Brain when the topic reads as 'Maggi'.

Patience - The time is not right now as we have other important things to discuss here before I let the cat out of the bag.

So, the difference between reality and actual reality is: 

It will be like you would live your entire life falsely thinking that a person with no driving experience is driving the car in a Driver's school when it's really the instructor who is in charge of the automobile.

Or, at least, in the beginning stages when the instructor has full eyesight over the proceedings till the student picks up steam, Okay! Petrol/Diesel/Electric!!, in his/her driving lessons.

Returning to the lead content in Maggi which made us (Read: Me) to touch upon the insightful distinguishing between reality and actual reality, 

Thankfully, corrective actions were taken and MAs - not Maggi Adventures this time! - but Maggi Aficionados could resume their fork-turning twirls with their beloved.

And, Yes.

It was a particularly harsh time when you had to scour for other alternatives like Top Ramen, Yipee etc. when Maggi magically disappeared from the shop shelves in a jiffy.

Tough moments. Those were. Indeed.

Cup Noodles might have come to the rescue like a hero saving the heroine.

No offense to other manufacturers like Top Ramen etc.

They are good in their own unique way.

However, Rolls-Royce is Rolls-Royce, right? 

Whatever it may seem - Lead or no lead - Maggi has always been an intrinsic and indispensable part of not only your life but also my life as well right from childhood. 

Who can forget how they attracted us by giving free Maggi packets at schools or sponsoring for Quiz Competitions by presenting big packs as prizes.

To ban Maggi was to set fire and ablaze those wonderful yummy memories to blackened charcoal and ash. 

Maggi is not only the elixir of life but also the savior of Kali Yuga for those ppl who despised their hostel food and had great fun to prepare it in their hostels with their lovable friends particularly without the knowledge of the hostel wardens when the rules strictly dictate that electric cookers are prohibited.

That thrill..that highly strung excitement of not getting caught and paying the fine...the joy and the surge of electrifying positivity of escaping the messy mess food....lead or no lead...that small Rs 10 pack was more than that to me and to all those who feel the same about it.

PRICELESS.

Maggi is not just some noodles. 

It is an emotion.

And, this is exactly how Marketers should tap into the episodic memory of customers through their semantic and procedural memory to have a better connect with them that transcends beyond a single-time transaction but constantly and continuously leads to full-time involvement with their brands.

                                                          X---To Be Concluded---X