The campaign has been conceptualized by Sainath Saraban, ECD, Leo Burnett; watch the TVC here.
Neha S | Delhi | March 16, 2011
Maaza, India’s biggest and most favourite juice drink brand, has unveiled its new campaign for the summer of 2011- ‘Jaldi kya hai?’ The latest communication campaign has been designed to reinforce that Maaza is a drink which needs to be relished at one’s own leisurely pace as it is made with utmost love and care, an indulgence that should be savored at one’s own time. To deliver the strategic message, an integrated communication program is being rolled out involving a range of consumer engagement channels i.e. Out-of-Home Media, Digital Platforms and Mass Media Advertising.
The latest communication ‘Jaldi Kya Hai’ has been conceptualized by Sainath Saraban, Executive Creative Director, Leo Burnett and Directed by Koushik Sarkar of Apostrophe 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 new communication opens to a busy street corner in a buzzing office area of a town where we see a lot of people rushing around. There is this one young guy who is walking past quickly and he sees a Maaza Visicooler. A magic moment of love happens between the guy and the Maaza fridge. He stops by the Visicooler and takes one bottle of Maaza out of the cooler. Next to him from nowhere a yellow LazyBoy drops from the sky. He sits on it and the lazyboy automatically reclines a bit. A jazz band walks in to the frame. The saxophone player gestures the guy to start drinking his Maaza. Taking a swig and losing himself in the taste of Maaza, the protagonist savours every sip of Maaza.The film ends with the voiceover, Maaza, Jaldi kya hai? (Maaza, What’s the Hurry?)
Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi, who also wrote the film, says, “When it comes to savouring a fruit, a mango is the one you’d never rush. Similarly, you never rush a Maaza. Maaza has always been about relishing the delicious mango taste from first sip to the last. Since it is made with lots of love using the choicest mangoes, it deserves every bit of your undivided attention. Our new campaign is all about asking you to slow down a bit and take the time to enjoy every sip as if it was a precious moment in your life. Jaldi kya hai?”
According to Andriy Avramenko, Vice President - Juice Business, Coca-Cola India, “Maaza’s appeal across consumer segments has made it India’s largest selling juice drink brand. It has been delighting mango lovers with its superlative mango taste for over three decades. The latest campaign of Maaza talks to the youth of today who are living a fast and rushed life. However, there are things in life which need to be enjoyed at their own pace, and the latest communication talks about relishing Maaza at a leisurely pace to indulge in the ultimate mango experience. The thought really is to strengthen brand Maaza’s strong association with Mango in a very entertaining and engaging manner.”