A month ago, the country's second-largest instant noodle brand Sunfeast Yippee! from ITC had a 360-degree campaign that attempted to reassure consumers of its safety. This came in the wake of incidents of alleged contamination of Yippee noodle samples in states such as Gujarat and Uttar Pradesh, which ITC vehemently denied. While the two state food regulators were unable to substantiate their claims, negative publicity forced the company to hit back with an all-round campaign targeting consumers as well as retailers. "There is an atmosphere of distrust," ITC's president (FMCG business) Sanjiv Puri had said earlier. "This trust deficit will have to be bridged," he said. This point was also endorsed by Nestlé India's managing director Suresh Narayanan in a recent interaction, indicating the recall and ban of Maggi had not only hit the brand, but also taken a toll on the company. Nestlé India reported its first quarterly loss in 17 years for the three months ended June 2015.