3 Months
The campaign aimed to position Nissin Cup Noodles as the ultimate on-the-go snack for every vibe and occasion, whether it's road trips, house parties, travel adventures, or nail-biting cricket matches. Through influencers, adventure seekers, and relatable everyday content, the campaign celebrated flavor-packed moments and experiences.
Influencer-Led Content:
Influencers and creators from diverse niches (travel, lifestyle, fashion, and sports) shared moments of enjoying Nissin Cup Noodles in real-life scenarios.
Activities included road trips, house parties, karaoke, bike rides, and cricket-watching sessions.
User Engagement:
Posts encouraged users to engage by dropping song guesses, travel guesses, or sharing their favorite Cup Noodles vibe.
Polls and challenges like the "3-Minute Spicy Makeover" added excitement to the campaign.
Lifestyle Integration:
Relatable content captured Nissin Cup Noodles as a staple snack during adventures, nail-biting matches, makeup routines, or just chilling with friends.
Content Themes:
Adventure Vibes: "From bike rides to road trips, Nissin spices up the journey!"
House Party Vibes: "Karaoke, dance-offs, and Cup Noodles for the win."
Spicy Challenges: "Turn up the heat with our 3-minute spicy makeover!"
Sports Vibes: "Celebrate every moment with friends and a cup of Nissin!"
Nissin Cup Noodles aimed to strengthen its market position among the youth while battling stiff competition in the instant noodle market.
The challenge was to:
Reposition the brand as a fun, youthful, and go-to snack for every vibe.
Drive engagement and relatability through culturally relevant, modern content.
The campaign creatively connected Nissin Cup Noodles to real-life moments that the target audience resonates with. By leveraging:
Influencer Partnerships: Creators like Celesti Bairagey, Aimee Baruah, and others seamlessly integrated Nissin into their adventures, travel stories, and beauty content.
Interactive Content: Using hashtags like #VibeItUp, users were invited to share their vibe, song guesses, and travel guesses.
Localized Content: By focusing on North East India (e.g., Assam, bike rides), Nissin built regional authenticity and relatability.
Content Diversity: The campaign included travel vlogs, spicy challenges, and sports celebrations to cater to different audience interests.
2.7M+
Average Views
120K+
Average Likes
1.5K+
Average Comments/Reel
8K+
Average Shares
8-10%
Engagement Rate
4.8M+
Reach (Cumulative)
