MAGGI® CukupRasa’s ‘Never Try, Never Know’ Inspires Stronger & Bolder Women

August 21, 2019

Most of us love MAGGI® products and it actually enhances our food. MAGGI® CukupRasa is embarking on an exciting new campaign, ‘Never Try, Never Know’ or ‘Tak Kenal, Tak Cinta’, aimed at empowering Malaysian women from all walks of life to overcome barriers. At the same time MAGGI® CukupRasa introduces a new brand ambassador, Instagram-famous home cook Datin Paduka Eina Azman.

She is popular with her homemade cooking videos and Eina’s fighting spirit will continuously inspire her followers of over 1.7 million Malaysians, encouraging them to try their hand at cooking simple homemade dishes, which represents what the new campaign is all about.

Kicking off today at MyTOWN Shopping Centre, Kuala Lumpur, the campaign inspires women to have the courage to take that first step to try new things. This can have a positive impact and help people learn and grow, which is embodied in the brand’s proposition of ‘Never Try, Never Know’.

Reflecting this, the event featured an empowering Chit Chat session themed ‘Tak Kenal, Tak Cinta - A Conversation with Women on Being More Every Day.’ Moderated by Daphne Iking, the session saw singer songwriter Stacy Anam and Malaysian gymnast Farah Ann as well as the Head of Talent and Organization Development Malaysia and Singapore, Nestlé, Durdana Kabir joining Eina Azman on stage. The panellists shared their inspiring stories of how they deal with and overcome everyday challenges and touched on topics such as their favorite dish to cook with MAGGI® CukupRasa.

Also present at the launch, Mr Juan Aranols, Chief Executive Officer, Nestlé (Malaysia) Berhad said, “Nestlé is a strong advocate of diversity and inclusion. We have cultivated a dynamic organisational culture that supports women and enables them to empower themselves. Reflecting this spirit, the ‘Never Try, Never Know’ campaign reaches out to Malaysian women and helps them find the courage and inspiration to realise what they are fully capable of.”

Geetha Balakrishna, Business Executive Officer, MAGGI®, Nestlé (Malaysia) Berhad added, “Staying true to our brand promise, You and MAGGI®, Cook the Difference, we are very excited to be rolling out this campaign for MAGGI® CukupRasa, which encourages consumers to be bold and try things out of their comfort zone. We hope that this campaign by MAGGI® CukupRasa can help give women the push they need to take the first step forward.”

The campaign launch saw Mr Juan Aranols and Ms Geetha Balakrishna joining Chef Muluk, Nestlé Corporate Executive Chef, and Eina Azman in a friendly cook-off session, along with other guests. Members of the media also had the opportunity to try embrace their culinary talents and try out some of the recipes.

Led by Chef Muluk, they whipped up Eina’s MAGGI® CukupRasa’s Nasi Goreng Cina and Sayur Goreng Campur. The all-in-one seasoning is every mother’s secret ingredient to elevate the taste of homemade dishes as it is made with a unique blend of fresh garlic, onion, ikan bilis and other spices. On top of this, by adding in MAGGI® CukupRasa into your dish, there is no need to add additional salt!

MAGGI® CukupRasa’s roadshow will take place at MyTOWN Shopping Centre until August 18. The roadshow will then head to 10 other states including Kelantan, Terengganu and Penang among others. For more information on MAGGI® CukupRasa’s latest campaign, please visit

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