Institute of Marketing Communications India®

Nestle India adds masks over the brand logos of its popular products to promote awareness

Nestle India adds masks as a part of its packaging for some of its most popular products like Maggi, KitKat, Nescafe and Everyday. This is an extension of their “Face of Hope” initiative through which they aim to spread awareness about the ongoing pandemic and urge people to wear masks for their safety concerns.

The campaign has been ideated by the agency Wunderman Thompsom and will is available across print as well as digital platforms. Nestle mentioned in one of their statements, “we understand the need of the hour ad and want to sensitize each and every individual about the one basic practice that we must all follow – masking up. To remind all of us and create awareness of this very important safeguard, we have commenced work towards tweaking our product packaging that will see our iconic brands ‘masked up’. Our aim is to ensure that this important message gets reinforced every time consumers look at our products.”

Suresh Narayanan, chairman and MD, Nestlé India, shared his thoughts about this initiative in a LinkedIn post. “As you and I go through the COVID pandemic, we grapple with the death, destruction and sadness this virus has caused. None of us has been spared the misery unleashed by COVID. Everyone knows a friend, a family, a relative, a colleague, a city, a town, a village that has suffered and continues to feel the pain. Science has taught us that using a ‘mask’ and social distancing are amongst the few precautions we can take, in addition to, of course, vaccination. At Nestlé India, we see our brands to not just give moments of happiness, nourishment and pleasure to you, but also stand up to help society in times of acute stress…”

Nestle has always been concerned about social messaging and they have shown support towards causes like education of girl child and more.


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