Beyond The Bowl: A Summer Of Brand Building And Self-Discovery

Life takes us on unexpected paths, with twists and surprises we never see coming. This past summer,
my internship at Nestlé showed me how exhilarating these surprises can be. When you want something and put your heart into it, it always finds its way to you. I have wanted to share my story for a while now. I hope it sparks your imagination, or maybe even resonates with your own experiences,
as life takes its course and brings us to where we’re meant to be.

I can still picture the day I stepped into the Nestlé office. The place buzzed with energy full of new
ideas and possibilities. The office itself was a marvel of modern design. My project was  to strengthen the brand equity of MAGGI Korean Noodles among college students through on-campus engagement. Simple, right? But what did it mean to actually connect with Gen Z, the ever-dynamic generation that brands across the globe were trying to understand? I found myself asking: How do
you make a bowl of noodles more than just a meal? How do you turn it into an experience, etched in memory, a part of someone’s daily life?

The first phase of my internship was all about diving deep into the brand and the target group. I spent countless hours fixated over survey results, analysing noodle consumption patterns, and listening to what young adults were saying (and not saying) about their food preferences. It wasn’t just about gathering data, it was about piecing together a story from the little fragments of
information. Who are these students when they’re not attending lectures or studying for exams?
What are their aspirations, fears, and desires? I realized that, at the heart of it, MAGGI was more than just a product—it was a comfort, a safe place, a quick fix, a midnight companion.

My next step was research—lots of it. I reviewed past brand activations on college campuses, drawing inspiration from their successes and learning from their blunders. I visited Shree Ram College of Commerce and Ramjas College, two vibrant hubs of student life, to observe how activations played out in real time. Watching students interact with the brand, seeing their reactions, and understanding their engagement patterns was like getting a sneak peek into their world. It made me think: What makes a brand activation truly memorable? How can MAGGI Korean noodles not just be seen but experienced, lived, and loved?

With my insights in hand, I began identifying opportunities to bring MAGGI Korean Noodles to life.
Korean-themed college events were an apt choice, given their growing popularity among Gen Z and it also resonated with our brand. I coordinated everything—from reaching out to event organizers to brainstorming creative ideas like interactive photo booths, meme banners, face painting stations, and fun props. Each element was designed to resonate with the students, to create
an atmosphere where MAGGI Korean Noodles wasn’t just another brand trying to sell something, but a part of their world. It was exciting to see these ideas come to life.

Executing these plans were a whirlwind of activity. Daily follow-ups, vendor negotiations, and coordination with various teams became my routine. Yet, in the midst of this organized chaos, I found joy. There was something incredibly fulfilling. I was delighted to see that my recommendations were actually implemented, demonstrating the company’s openness to fresh
perspectives, even from a young intern. This completely changed my preconceived notions about large corporations and their operations. I not only gained valuable insights into the workings of an
FMCG giant but also learned a great deal about corporate life and culture. I gained a lot in terms of professionalism, work ethics and interpersonal skills.
One of the most memorable moments of my internship was during the project review, where I presented my work to the marketing head. The room was filled with anticipation, and as I concluded my presentation, I received a wave of appreciation and applause. I glanced over at my mentor and Senior Brand Manager, Vedika, and saw the pride shining in her eyes. It was a look I would never forget. Vedika’s guidance throughout my internship had been invaluable—she gave me the freedom to explore, to engage in multiple tasks simultaneously, and to learn from each experience. Her belief
in my abilities, more than anything else, drove me to push my boundaries and strive for excellence.
To her, I owe my deepest gratitude.
This internship was more than just a professional engagement; it was a journey of growth. It significantly enriched my understanding of brand management, deepened my appreciation for the intricacies of the FMCG industry, and helped me evolve into a more competent and confident professional. Every challenge I faced, every decision I made, every little triumph and setback was a
lesson that I carry with me.
A Summer to Remember
As I look back on those two months, I realize that the thrill of working on a live project, the pride  of seeing my ideas come to life, and the joy of contributing to something as big as this were experiences that have left an indelible mark on my heart. These were not just days spent interning , they were days spent discovering who I am and who I want to be. And that, I believe, is the true essence of any internship.

Best, Afnan