Nestlé India will rebrand the packaging of three of its most popular brands — Maggi, Nescafé and Kitkat., with the aim of supporting education for underprivileged girls across India.

As part of the initiative, Nestlé, which has changed the packaging of 100 million packs, has partnered with ‘Nanhi Kali’, a Mahindra Group initiative, which is one of the largest NGOs fighting for girls education –in India more than 20 million girls are denied education.

Speaking on the partnership, Suresh Narayanan, chairman and managing director, Nestlé India, says in a press release, “Brands are built with purpose and exist by earning the love and trust of consumers over time. Each time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers.

Maggi’s tagline, ‘2 minute noodles’ has been changed to ‘2 minutes for education’ while Kitkat has changed the visual of the finger snap to the tagline, “No break from education”, and Nescafé changed the tagline “It all starts with Nescafé” to “It all starts with education”.

Nestle also created a CSR video for the campaign:

Anand Mahindra, chairman, Mahindra Group, says, “We believe that supporting girl child education is a national priority and will have a far reaching positive impact on society. I am sure the new packaging of Maggi, Nescafé, and Kitkat carrying the message of #EducateTheGirlChild will have the desired impact and help Nanhi Kali put a million girls in school. I am immensely grateful to Nestlé for its support to Nanhi Kali.”