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The moment our food leaves its glorious position at the dinner table and gets transferred into a food container in the fridge, we start losing interest in it as if it’s old news. At a time when all food brands were pushing for an increase in consumption and stealing share, Maggi chose to support an essential cause to reduce food waste. We launched on food waste day a campaign called#YesToDayOldFood which created buzz and changed people’s perception and attitude towards leftover food. We strengthened our equity and became the only food Brand associated with making a difference.

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