In Alappuzha, Kerala, a unique devotional tradition has emerged: Balamurugan, the child form of Lord Murugan, now receives Nestlé Munch as offerings instead of traditional sweets. The finger chocolate has become a staple at the temple-marking a rare moment of brand presence in a spiritual space.
This unusual endorsement didn’t go unnoticed by Nestlé. But rather than capitalising on the phenomenon, the brand opted for restraint.
Kunal Mehta, now a global marketing leader at dsm-firmenich and previously a brand manager at Nestlé Munch (2011–2014), reflected on the brand’s internal discussions around the development. In a LinkedIn post responding to communications expert Karthik Srinivasan, he wrote:
“We had a lot of discussions-should we post about this on social media? Include it in our communication? Send out a press release? Ultimately, we felt deeply honoured but chose not to do any marketing around it.”
The story behind the association is equally compelling. As Srinivasan shared, it began with a young Muslim boy who, while playing, rang the temple bell and was scolded by his family. That night, he fell ill, repeatedly murmuring Murugan’s name. A priest advised the family to offer something at the temple. The boy chose Nestlé Munch.
The boy recovered, and the tale of divine preference spread. Now, devotees regularly offer Munch bars to Balamurugan, believing it carries special significance.
While brands often seek moments of virality, Nestlé’s decision to stay silent reflects a rare blend of humility, respect, and cultural sensitivity.
