Top Story


Home >> Advertising >> Article

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

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...

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve