Summers are peak seasons for cola majors. It is during this time that companies launch new products and come up with new marketing initiatives to push sales. With this view, Coca Cola India has come up with a new campaign for its mango drink Maaza. The campaign will be on air from April 2.
Titled ‘Taaza Mango Maaza Mango’, the 45-second TVC features actor Satish Shah. It has been designed to connect with Maaza loyalists by bringing out the goodness and the quality of mangoes that is used in the juice drink’s formulation.
The commercial revolves around a retired no-nonsense uncle, Satish Shah, who is obsessed with the mangoes in his garden and nothing in the world can make him part with them, not even the cute child next door. But the overwhelming desire to drink Maaza compels the uncle to offer the ripe juicy mangoes in exchange for the delicious Maaza, all of which translates into a sweet revenge for the child.
The brand campaign has been conceptualised by Sainath Saraban and Madhumita Deb of Leo Burnett and has been produced by Anirudhha Sen of Illusion Films.
Sainath Saraban, Executive Creative Director, Leo Burnett, Delhi, said, “The real creative challenge to bring to life the ‘Taaza Mango Maaza Mango’ campaign was to keep the focus on the brand and at the same time, exude the goodness and quality of mangoes used in its making. While doing so, care had to be taken to ensure that all the emotions of a Maaza loyalist too are captured in a very entertaining and engaging manner.”
According to Davinder Singh, Director-New Product Commercialisation, Coca-Cola India, “The aim of the new Maaza campaign was to convey to the loyalists the goodness and the quality of mangoes, thereby making it an extremely delicious and tasty drink that every mango lover would enjoy and cherish.”
As part of the new integrated marketing communication effort, a range of initiatives including mass media advertising and on-ground initiatives like road shows and contests are being rolled out across key markets.