Maaza positions brand around romance
Maaza moves brand philosophy from ‘quirky’ to ‘love’. Leo Burnett has conceptualised new campaign ‘Har mausam love, har mausam aam’
Taking the idea of ‘Har mausam aam’ forward and adding a delightful twist of ‘love’, Maaza is all set to fulfil the desires of mango enthusiasts across the country. Coca-Cola India has launched a new campaign for Maaza, starring popular Bollywood stars, Imran Khan and Parineeti Chopra, the new ambassadors for the brand.
The new campaign ‘Har mausam love, har mausam aam’ has been conceptualised by Leo Burnett and directed by Jayant Rohtagi. The brand is drawing a parallel between ‘love’ and ‘mangoes’. It is based on the thought that just as love knows no season, Maaza believes that love for mangoes should not be constrained by the mango season and it’s the brand’s promise to offer mango delight in a bottle all year round.
The campaign titled ‘Switty’ is set in winters and portrays Parineeti as a beautiful young girl who is crazy about mangoes. There are countless boys in the neighbourhood eager for her attention but she mentions that she will choose a boy who can get her mangoes even in off-season. Imran succeeds over all others by getting her a Maaza and satiating her love for mangoes.
Speaking about the campaign, Neeraj Garg, Vice President, Juice business and SWA, Coca-Cola India and South West Asia said, “Over the years, Maaza, through its strong heritage and consistent communication campaigns has become synonymous with mangoes in the hearts and minds of consumers. Maaza offers real mango experience, only better, since it is available throughout the year, regardless of season. With the new campaign, we are scaling up the brand’s philosophy by bringing in the element of ‘love’, to add an interesting and refreshing twist to Maaza’s promise of ‘Har mausam aam’.”
He further added, “This new philosophy will be endorsed by Maaza’s newly signed brand ambassadors, Imran Khan and Parineeti Chopra, who are young achievers with a refreshing new outlook to the world. They epitomise the young India – go getters, energetic, wanting to make a difference and sure of themselves and will therefore further strengthen Maaza’s brand equity and appeal and will help us take the brand to the next level.”
Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi said, “Just like love has no season and it can happen anytime, one should be able to relish mangoes in every season and Maaza embodies that. This is how we came up with the line that ‘Aam aur love ka koi season nai hota’. We wanted to layer the love for mango with the pure emotion of love and decided to portray it with an innocent story.”
As Maaza’s brand ambassador, Imran and Chopra will be associated with a range of consumer activation and marketing programs. The integrated communication plan includes a range of initiatives including OOH media, digital, point-of-sale merchandise and on- ground initiatives across all key markets.
The creative fraternity feels that ‘Har mausam aam’ is a strong proposition and the ad has been executed well. However, the earlier ads were better and quirky.
Naresh Gupta, Managing Partner, Bang in the Middle said, “Personally, the earlier ad was a bit more quirky and ‘mad’. This one has more romance, but the quirkiness is gone. What made the earlier commercial memorable was the bit of irreverence. This one, I guess, will not build on the earlier promise as much.”
He further added, “There is an inherent cuteness in the ad, Parineeti is charming, Imran is naughty; but again is this enough for Mazaa? I am not so sure.”
According to Anindya Banerjee, Branch Head and Executive Creative Director, Scarecrow Asia, “The new commercial by Maaza does make you sit up and take notice. But that’s primarily because of the actors Imran Khan and Parineeti Chopra light up the commercial with their acting. In fact, their chemistry actually overshadows the plot. The story (and the humour) could have been much better.”
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