New Delhi: Maggi has launched a floating kiosk in Kashmir—right in the centre of Srinagar’s Dal Lake. While many were excited by the idea of slurping a hot bowl of instant noodles on a shikara, others were still less than enthusiastic about the prospect on social media. Critics of the campaign called it “repulsive” and “disgusting” marketing.
Nestlé India launched the initiative and announced it through Maggi’s official Instagram and Facebook pages. The stall is set up on a traditional shikara boat, decked out in the brand’s signature yellow and red colours. Tourists can hire a shikara, be rowed to the floating point, and order a bowl of instant noodles.
Aware of Dal Lake’s long-standing struggles with pollution and waste, the kiosk carries the message for visitors: “Enjoy your favourite masala taste with a view. Do not litter Dal Lake.”
However, not everyone is buying into the idea, with critics questioning whether turning a pristine natural landmark into a branded marketing spot is a step too far. Some even suggested that the brand should also provide “floating dustbins.”
“This is ridiculous. Leave some spots of nature the way they are intended to be. Kiosk on a heritage lake. All the pristine places aren’t your billboard,” read one comment.
Another said, “Let people come and enjoy Kashmiri cuisine, which is so underrated, let them enjoy kahwa… don’t be shocked if you see floating wrappers of Maggi and paper plates in Dal Lake.”
“You have destroyed mountains with wrappers, now you are going to destroy our water sources,” read a comment.
Some users said that this campaign was not something to be “proud” of because the brand is just “messing up natural beauty for marketing.”
Nestlé India is yet to react to the backlash.
(Edited by Insha Jalil Waziri)