To a generation of Indians for whom instant noodles are a way of life, the ban on Maggi is not just about convenience -- it is also about nostalgia.
It is this sentiment that makers Nestle are targeting in a series of mushy video ads, as it preps for a comeback to shelves across the country.
The three ads promoted on social media under the hashtag #wemissyoutoo shows young men talking on camera about how life has never been the same since their 'friend' went away.
The friend, by implication, is Maggi which was banned across the country on June 5 by the Food Safety and Standards Authority of India (FSSAI) after random tests showed the noodles contained above-permissible levels of lead and monosodium glutamate (MSG).
The most favourited one, titled 'Mom', has a teen talking about how he never troubled his mother when he had friends coming over for late night get-togethers. Apparently they partied on two-minute noodles.
"This one is for all our fans! Can't thank you enough for your support. Share it and keep spreading the MAGGI love," an official post on the Meri Maggi youtube channel says.
The other videos have two other working males, without either the time or the skills to cook a decent meal, cribbing about how they are now forced to depend on home delivery menus and friendly neighbourhood aunties.
The campaign has been launched immediately after the Bombay high court order of August 14 which overturned the Maggi ban and ordered fresh tests. If Maggi clears those tests, it may be back soon, maybe even before the end of the year as Nestle India promised.
"We will try and target something that is better than that. My desire is to do it before that but let's see," says Nestle India managing director Suresh Narayanan.
Going by the chord the ad campaign has struck on the social media there are quite a number of hungry souls out there wishing their favourite snack is back sooner.
@MaggiIndia I miss you wayyy more ??btw the new commercial is the most aww thing.— AnYa (@Mansi1106_) August 25, 2015
P.S: A two-minute poser to the makers of Maggi. Why are the ads featured only on men? Is it implied that girls always cook full meals?