Shoojit Sircar directs 'Welcome Back' Maggi ads

Filmmaker Shoojit Sircar has lent his creativity to bring different emotions alive to welcome Maggi. He says it was a "big responsibility" to portray the noodle brand in the "right manner".

"I have been associated with Nestle for a long time. They wanted me to do the Maggi relaunch campaign and got in touch with me. It was a big responsibility to portray this in the right manner. These are simple short films that welcome Maggi back from different people's perspective," Sircar said.

Nestle India re-launched its marquee product earlier this month after a five-month long ban by India's food regulator due to alleged high levels of lead and Monosodium Glutamate (MSG) in the Maggi noodles.

With the 'Welcome Back' campaign for Maggi noodles, Sircar returns to one of his better-known commercial associations. Having worked with Nestle India before, making popular ads with the brand, he has focused the new commercials on showing the unique connect with Maggi that Indians across age groups share.

In 10-15 seconds, Maggi's impact on the lives of a mother, a college student, a cafe owner and many such people will be told.

Sircar, who received acclaim for "Piku" this year, and his Rising Sun Films partner Ronnie Lahiri have always worked on trend-setting commercials that connect with people instantly.