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Maaza launches new 'Har Mausam Aam' campaign

Conceptualized by Leo Burnet (Delhi), the campaign leverages OOH & digital platforms, experiential sampling, Point-of-Sale & mass media communication

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Maaza launches new 'Har Mausam Aam' campaign

Maaza launches new 'Har Mausam Aam' campaign

Conceptualized by Leo Burnet (Delhi), the campaign leverages OOH & digital platforms, experiential sampling, Point-of-Sale & mass media communication

BestMediaInfo Bureau | Delhi | January 30, 2012

publive-imageMango lovers across the country can now satiate their desire for mangoes all throughout the year with a new variant of the juicy fruit, the new, 'Har mausam aam' – Maaza. Maaza, India's biggest and most favourite juice drink brand has always been an equivalent to juicy mangoes and the brand's latest campaign, 'Har Mausam Aam' takes the same thought ahead and positions the brand as a Mango which is available throughout the year regardless of seasons. Mango has always been India's favourite fruit with people eagerly waiting to consume the fruit in its season. The non-mango season sees shops bare of the fruit and vendors seeking alternate employment. But with Maaza, the delightful experience of tasting magoes is an all season treat – and this proposition is brought alive with Maaza's 'Har Mausam Aam' campaign.

The campaign has been designed to reinforce the fact that Maaza offers a real mango experience, only better, being available throughout the year, regardless of season. The campaign is based on the simple human desire to have the things we love, accessible to us anytime we desire them.

The TVC has been conceptualized by Leo Burnet (Delhi) and directed by Abhijeet Chowdhary (Dadu) from QED films. In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, point of sale merchandise and on- the- ground initiatives across all key markets.

The campaign reflects Maaza's signature fun style, with the story told from the point of view of three different mango dealers. The ad begins with a visual of mangoes flying off the carts in the season, and a happy lot of mango sellers looking on. Then, with the mango season is over, the mango sellers are forced to take up alternate occupations – ranging from mechanic to dentist to astrologer. However, they fail miserably in these endeavors, as their core expertise is selling mangoes, and this leaves them frustrated and perplexed. Enter the young problem solver in the story, who introduces them to the 'Har Mausam Aam', our very own Maaza. He tells them that Maaza is the mango for all seasons, and the season for mangoes may come and go, but not so with Maaza. Thus enlightened, all the mango dealers become Maaza dealers and celebrate the 'Har Mausam Aam'.

The TVC:

Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi, who also wrote the film, says, “We Indians love mangoes and with Maaza, every season is an occasion to savour the pleasure of mangoes. Our new campaign is all about Maaza being the mango equivalent whatever the season may be, and since it is made with great care using the choicest mangoes, it gives you the best mango experience every time, all through the year. Hence the line, 'Har Mausam Aam', is the central theme of our campaign.”

According to Andriy Avramenko, Vice President - Juice Business, Coca-Cola India, “Indians often passionately debate the experience of having a mango, and it is the 'experience' that they crave more than the taste. Over the years, we all have relished different varieties of mangoes. But the latest campaign for Maaza has been designed to give all mango lovers the choice of enjoying the superlative taste experience of the delicious fruit all throughout the year with new variety – Maaza, the 'Har mausam Aam'. This particular variety gives mango loyalists the freedom to gratify their mango craving anytime they want – with its consistent authentic seedless mango taste each and every time. The thought really is to strengthen brand Maaza's strong association with the mango in a very entertaining and engaging manner.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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