Nestle India, in partnership with NGO Nanhi Kali, is giving its popular brands Maggi, Nescafe, and KitKat, a new look as part of an initiative to support education for the girl child.
In an attempt to spread awareness on this critical issue of girl child education in India, Nestle will change the packaging of 100 million packs available on shelves by the end of September, the company said in a statement.
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Project Nanhi Kali is jointly managed by the KC Mahindra Education Trust and the Naandi Foundation. It has been working in girl child education for decades.
Nestle India CMD Suresh Narayanan said: “We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the crucial need for society and citizens to embrace our collective responsibility in ensuring girls are allowed, given access to and nurtured with the power of education.”
He said further: “Girls with access to education not only improve their own lives but also bring positive changes to their families, communities, and economies.”
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Mahindra Group Chairman Anand Mahindra termed it as “path-breaking and innovative partnership”. He said: “We believe that supporting girl’s education is a national priority and will have a far-reaching positive impact on society.”
He was optimistic that the new packaging of Maggi, Nescafe, and Kitkat carrying the message to educate the girl child will have the desired impact of helping Nanhi Kali put a million girls in school.
As part of that, its popular instant noodles Maggi will have a changed tagline to “2 minutes for education” from “2-minute noodles”.
Similarly, its chocolate-covered wafer biscuit bar Kitkat has changed the visual of the finger snap to one without the break with the line ‘No break from education’.
It’s instant coffee Nescafe has changed the tagline from ‘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 URL of Nanhi Kali.