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One of the best ways for brands to get a leg up in this com­pet­i­tive cli­mate and dis­tin­guish them­selves from the rest of the pack is to tell their brand story in a mean­ing­ful way. Maggi, the trusted brand that is syn­ony­mous with cook­ing aids, has evolved from an im­por­tant cook­ing in­gre­di­ent into the woman’s trusted part­ner in the kitchen, very much thanks to its Maggi Diaries dig­i­tal cam­paign launched two years ago. By en­gag­ing real women through­out their Maggi Diaries --the on­line cul­tural and culi­nary jour­ney of or­di­nary housewives around the Mid­dle East-- the brand has in­deed been try­ing to in­spire all women to un­lock their po­ten­tial and make a dif­fer­ence in their lives and the lives of peo­ple around them. The video se­ries went on telling real sto­ries, ex­plor­ing and doc­u­ment­ing the life of women who have over­come chal­lenges to make a dif­fer­ence to the lives of those around them. Keen on forg­ing mean­ing­ful, prof­itable and long-last­ing con­nec­tions with its cus­tomers, Maggi not only pro­vided a plat­form for women's voices to be heard, but drove real change for their causes - all while di­rectly in­volv­ing its au­di­ence. True to its brand story, Maggi kept call­ing for all women to re­alise the power within, to over­come the chal­lenges be­fore them, and ul­ti­mately be­come #Womenofchange. Through this jour­ney, peo­ple have had the chance to meet ex­cep­tional women, such us Aisha el Channa cam­paign­ing to re­move the stigma around sin­gle moms,

Lina Khal­ifeh teach­ing self-de­fense against do­mes­tic abuse, or Maha Laziri build­ing schools for the less for­tu­nate in Morocco, MAGGI Diaries has pro­vided ev­ery "woman of change" with the means to voice her mes­sage. In ad­di­tion to their cur­rent tar­get au­di­ence for the on­line and TV se­ries, Maggi re­alised the need to tap into new younger de­mo­graph­ics and reach out to the younger, more pro­gres­sive women in the GCC to drive change in the re­gion. With comic cul­ture con­tin­u­ing to flood the Mid­dle East, the brand iden­ti­fied an op­por­tu­nity to turn these women into mod­ern life hero­ines for fe­male em­pow­er­ment in the re­gion. The re­sult: a beau­ti­ful and el­e­gant graphic novel ini­ti­ated by Publi­cis ME agency and cre­ated with the col­lab­o­ra­tion of three fe­male artists from the re­gion who il­lus­trated the lives of three "women of change". Each story drama­tised the real-life events of each woman, as they over­come ex­tra­or­di­nary chal­lenges, only to emerge as true women of change. Comics might just be the per­fect medium for non-fic­tion. This en­ter­tain­ing graphic novel not only tells in­spir­ing sto­ries but also oozes into your brain, heart and makes a mark. Ev­ery­thing about this book is unique: sim­ple draw­ings for a de­light­ful for­mat, sub­tle brand­ing, heart­warm­ing real sto­ries that keep you abreast till the end. Pre­sented in both Ara­bic and English, "Women of Change" graphic novel comes in lim­ited edi­tion, which will make it a col­lec­tor's item for ev­ery fan of this art genre. This is the kind of mar­ket­ing ef­forts that not only strengthen the brand pur­pose of “mak­ing a dif­fer­ence” but is sure to help gain more loy­alty and affin­ity for a brand that has re­ally per­fected its voice and how to com­mu­ni­cate with its le­gion of devo­tees.

‘Women of Change’ graphic novel

Il­lus­tra­tion by Karen Key­rouz

Il­lus­tra­tion by Zeina Bas­sil

Il­lus­tra­tion by Raphaelle Mac­aron

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