Despite the rise in temperatures, mango season is still some time away. However, the mango drink brands are planning much ahead. Be it Coca-Cola (Maaza), Pepsi (Slice), Dabur (Real Mango juice), or Parle Agro (Frootie), the brands are already unveiling their communication and marketing campaigns.
Leo Burnett has come up with a TVC for Maaza on a new communication initiative called ‘Aam ki Pyaas’. The new communication programme has been designed to position Maaza as the best and the only way to quench the thirst of mango lovers, anywhere and anytime. This is best captured by the tagline – ‘Maaza Lao, Aam ki Pyaas Bujhao’. The TVC is being conceptualised by Sainath Saraban of Leo Burnett and produced by Rajesh Krishnan of Soda Films.
The TVC broke across channels on February 27. Besides the TVC, out-of-home (OOH) media, point of sale merchandise and on-the-ground initiatives are also being undertaken across all key markets.
Avinash Pant, Director - Marketing, Coca-Cola India, said, “Maaza’s appeal across consumer segments has made it India’s largest selling juice drink brand. The latest communication aims to take mango’s connect with Maaza to the next level by positioning it as the ultimate (and only) way to quench the thirst for mangoes – ‘Maaza Lao, Aam Ki Pyaas Bujhao’.”
The TVC revolves around the idea of intense craving for Maaza – ‘Aam Ki Pyas’. The film portrays a character who is obsessed with mangoes. He feels betrayed by his mango tree that doesn’t give him his favourite fruits off season. He repeatedly calls fruit vendors late at night and keeps asking the same question much to their irritation, “Have mangoes arrived yet?” He hears the word ‘Aam’ in every other conversation. His wife and son are pretty used to this, but wonder if there’s anything that can cure his intense thirst for mangoes. The son has a brainwave and introduces his father to Maaza, who after drinking Maaza experiences his life’s most delicious mango experience. So much so that his preference changes to drinking a mango (Maaza) rather than eating it – ‘Maaza Lao, Aam Ki Pyaas Bujhao’.
KV Sridhar, National Creative Director, Leo Burnett, explained, “‘Aam ki Pyaas’ is a very powerful metaphor for the irresistible craving for mangoes, which most Indians experience. ‘Maaza Lao, Aam Ki Pyaas Bujhao’ in a line establishes Maaza as the most delicious mango drink in India by positioning it as the best solution for our craving for mangoes.”
Sainath Saraban, Executive Creative Director, Leo Burnett, added, “The latest communication – ‘Maaza Lao, Aam ki Pyaas Bujhao’ – as an idea lends itself fabulously to 360-degree execution. And it also works across the length and breadth of India without losing any of its charm.”
He further said, “We have extended this idea further on its stress on the strong association with mango. The brief was that we are obsessed about cricket, Bollywood and mangoes. The basic message is that now you don’t need to crave for mangoes any more, you can drink mangoes throughout the year.”
Meanwhile, Pepsi Slice kicks off its 2009 season with a new campaign featuring brand ambassador Katrina Kaif in a new avatar. The new TVC, directed by ace international filmmaker Jonathan Lennard, brings out the rich, sensorial and indulgent mango experience that Slice delivers in line with the philosophy of ‘Aamsutra’. The Slice commercial featuring Kaif also broke on February 27.
Homi Battiwalla, Business Head, Juice & Juice Drinks, PepsiCo India, explained, “Slice has seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been loved by consumers and the clutter-breaking positioning around ‘Aamsutra’ has driven strong disruption in the juice and juice drink category. All of this has made Slice the fastest growing mango drink brand in the country and we are confident that this year’s campaign will reinforce the momentum behind the brand.”
Talking about the new communication, Hari Krishnan, Vice-President, JWT, said, “The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. While last year’s commercial, was really about enumerating the principles of ‘Aamsutra’ or the art of experiencing pure mango pleasure with the new Slice. This year’s TVC takes this indulgence to the next level and is really about a completely sensorial experience of mango, whether through feel, aroma or taste. The TVC has a perfect soundtrack in ‘Rasiya’ that brings alive mango indulgence.”