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Maaza adds a twist of ‘Love’ in its latest campaign

Conceptualised by Leo Burnett Delhi, the TVC ‘Har Mausam Love, Har Mausam Aam’ features Bollywood actors Imran Khan and Parineeti Chopra

BestMediaInfo Bureau | Mumbai | January 22, 2013

Mango enthusiasts can brace themselves for an extra dose of ‘Love’ this season from the No.1 juice drink brand of the country, Maaza. Coca-Cola India is launching a fresh and exciting communication campaign for Maaza, starring popular Bollywood stars Imran Khan and Parineeti Chopra, the new ambassadors for the brand. Setting the tone for the year, the campaign themed ‘Har Mausam Love, Har Mausam Aam’ adds a delightful twist of love to brand Maaza along with its enduring promise of mesmerizing, authentic experience of rich, juicy mangoes in every sip.

The new campaign, titled ‘Switty’, has been conceptualised by Leo Burnett, Delhi, and directed by Jayant Rohtagi. In addition to leveraging mass media advertising, an integrated communication plan includes rollout of a range of initiatives including out-of-home (OOH) media, digital, point of sale merchandise and on-ground initiatives across all key markets.

The film is set in winters and it portrays Parineeti as a beautiful young girl who is crazy about mangoes. Even though there are countless boys in the neighbourhood eager for her attention, she coyly mentions that her heart will belong to the one who can get her mangoes even in off-season. Here's where Imran scores over all others by satiating her love for mangoes with the all-season mango delight in a bottle – Maaza.

Speaking about the campaign, Neeraj Garg, VP, 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.’”

Garg further said, “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.”

Taking forward Maaza’s ‘Har Mausam Aam’ theme which proved successful in 2012 (Maaza was a winner at the Effies last year), the brand is now adding a touch of love to its new campaign for 2013 by drawing a parallel between love and mangoes. Just as love knows no season, Maaza believes that love for mangoes should not be constrained by the mango season which comes only for three months in a year. Maaza’s promise is that it will offer its consumers authentic mango delight in a bottle all year round. It is this idea which is captured in Maaza’s new campaign.

Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett Delhi, said, “We have built the 2013 thematic campaign for brand Maaza based on the analogy of love for mangoes. Just like love, one should be able to relish mangoes in every season and Maaza embodies just that. Maaza really is a mango experience available 365 days in a year.”

The TVC:


Speaking about this association with Maaza, brand ambassador Imran Khan said, "I am delighted to be associated with Maaza, a beverage that I have grown up with and enjoyed on several occasions. I am a mango lover and totally relish the fruit and Maaza provides real mango experience."

Parineeti Chopra commented, "I am extremely excited to be associated with Maaza. For me, Maaza has always been about simple yet unforgettable fun moments, with an undercurrent of innocent mischief and these are some traits which we both have in common."

Imran Khan and Parineeti Chopra will be associated with a range of consumer activation and marketing programmes, helping build brand love and enrich the brand experience.


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