Top Story

e4m_logo.png

Home >> Advertising >> Article

Maaza takes forward its mango-licious love saga in new campaign

24-May-2014
Font Size   16
Maaza takes forward its mango-licious love saga in new campaign

Maaza has rolled out its latest campaign, creating another story about mango-lovers and renewing the brand promise of ‘Har Mausam Aam’. Brand ambassadors, Imran Khan and Parineeti Chopra, come together yet again in a quest to satiate Parineeti’s insatiable love for mango.

Speaking about the campaign, Neeraj Garg, Vice President, Juice Business and SWA, Coca-Cola India and South West Asia said, “Maaza’s success over the years can be attributed to the fact that the brand has consistently delivered on its promise – that of being the best mango experience in a bottle. We have received phenomenal response from our consumers and it is showing in the brand metrics as well. With this new campaign, we continue to communicate this brand philosophy with the quirky interactions of the adorable Maaza pairing – Imran and Parineeti.”

He further said, “Their image and personality blends in perfectly with the brand equation of Maaza. I hope to see them take the brand to newer levels of success, reiterating our core message that the longing for mangoes has only one answer – Maaza.”

As Maaza’s brand ambassadors, Imran and Parineeti will be associated with a range of consumer activation and marketing programmes, helping build brand love and enhance the brand experience.

The new Maaza ‘Har Mausam Aam’ campaign has been conceptualised by Leo Burnett (Delhi) and directed by Jayant Rohtagi. In addition to leveraging mass media advertising, integrated communication plan includes rollout of a range of initiatives including out-of-home media, digital, point of sale merchandise and on the ground initiatives across all key markets.

Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi said, “Maaza is truly the ‘Har Mausam Aam’ – The mango for all seasons. When you crave a mango, you can be sure that Maaza will hit the spot. And taking this thought forward was the most logical thing to do. We created yet another story about a mango fanatic played by Parineeti Chopra, who does some crazy things for a mango during off-season. The cool guy, played by Imran, who witnesses this obsession, knows that the answer to her mango craving lies in a nice chilled bottle of Maaza. We believe the new campaign captures this thought in a fun, mischievous and quirky manner.”

The new campaign sees the chemistry that the brand has been able to nurture between the two protagonists, Imran and Parineeti, progress further. Their pairing sees another shade of quirky fun and effervescence in the communication.

Watch the ad here...
https://www.youtube.com/watch?v=0aWqX0MdsZc&feature=youtu.be
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business