Will the Summer of 2008 see a war of sorts between juice drinks and cola drinks? Going by the hectic advertising activity of the major beverage brands while the winter chill is still in the air, that could very well be the case. The latest brand to join the campaign frenzy is Maaza and its stress on the strong association with mango.
The new TVC will break by the last week of February. K V Sridhar, Sainath Saraban and Madhumita Deb of Leo Burnett have conceptualised the integrated communication campaign. The TVC has been produced by Anirudhha Sen of Illusion Films.
Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, said, “Maaza’s appeal across consumer segments has made it India’s largest selling juice drink brand. Over the years, we all have savoured different varieties of mangoes. But this summer, Maaza’s new campaign has been designed to leave all mango lovers thirsty for a new variety of mango – ‘Bina Guthli Wala Aam’. The whole idea is very simple and inherent to the brand. The thought really is to strengthen brand Maaza’s strong association with the mango fruit in a very entertaining and engaging manner.”
The communication programme has been designed to connect with Maaza loyalists and continues in the same vein as the earlier campaign featuring actor Satish Shah, better known for his comedy roles. Shah returns as the stern-looking ‘uncleji’ proud of his prized mangoes. However, unlike in the earlier TVC where Shah is loathe to part with his mangoes to a pesky kid, in the new TVC, he generously offers a mango to the kid. However, this more with a view to earn the kid’s praise for his mangoes. The kid stumps Shah by asking for a Bina Guthli Wala Aam (seedless mango). What follows is an epic journey where Shah searches every corner of the world for such a mango, and finally finds the Bina Guthli Wala Aam in the form of Maaza in his own backyard.
K V Sridhar, National Creative Director, Leo Burnett, said “‘Bina Guthli Wala Aam’ is a simple yet powerful metaphor for Maaza. In a line it establishes Maaza as the most delicious mango drink in India and yet likens itself as being the closest you will get to a real mango experience, minus the seed, of course.”
He further said, “The brief we got from the client was how we could take the little boy and Satish Shah relationship forward and at the same time present Maaza as an exciting drink. So, we struck upon the idea of the juice drink being a ‘Bina Guthli Wala Aam’.”
Sainath Saraban, Executive Creative Director, Leo Burnett, said, “‘Bina Guthli Wala Aam’ as an idea lends itself fabulously to a 360-degree execution. And it also works across the length and breadth of India without losing any of its charm.”
Said Sridhar, “We are going to release the TVC by the end of February, followed by print and OOH campaigns. As part of the new 360-degree communication effort, a range of initiatives, including on-ground initiatives and contests, would also be rolled out across all key markets.”
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