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Imran & Parineeti's mango love saga continues with new Maaza campaign

The latest Maaza campaign, conceptualised by Leo Burnett Delhi, re-establishes the brand promise of ‘Har Mausam Aam’

BestMediaInfo Bureau | Mumbai | May 28, 2014

maaza-TVC Click on the image to watch the TVC

Maaza's new campaign has brought back its brand promise of ‘Har Mausam Aam’. Created by Leo Burnett, the latest TVC features Parineeti Chopra and Imran Khan and uses their on screen chemistry to make the brand more popular.

The mango drink campaign comes just in time for the season of the king of fruits. It tries to portray Maaza as liquid mango which can be enjoyed even before the actual mangoes get ready, thus making the agonising wait less painful.

Neeraj Garg, Vice-President, Juice business and SWA, Coca-Cola India and South-West Asia, said, “Maaza’s success over the years can be attributed to the fact that the brand has consistently delivered on its promise – that of being the best mango experience in a bottle! We have received phenomenal response from our consumers and it is showing in the brand metrics as well. With this new campaign, we continue to communicate this brand philosophy with the quirky interactions of the adorable Maaza pairing of Imran and Parineeti. Their image and personality blend perfectly with the brand equation of Maaza. I hope to see them take the brand to newer levels of success, reiterating our core message that the longing for mangoes has only one answer – Maaza.”

The TVC opens with Parineeti daydreaming about being surrounded by mangoes. However, once she wakes up, she hops into an odd looking contraption. Imran Khan walks in and she explains that she doesn't want to wait for the season for mangoes to arrive. Therefore, she has built the time machine which will take her to the time when she can be eat mangoes to her fill. However, when she tries, her experiment fails as the machine bursts! Imran Khan then cheers her up with a bottle of Maaza to let her know that the taste of mangoes is now available in any season.

Sainath Saraban, Executive Creative Director, Leo Burnett, Delhi, commented, “Maaza is truly the 'Har Mausam Aam' - the mango for all seasons. When you crave for a mango, you can be sure that Maaza will hit the spot. Taking this thought forward was the most logical thing to do. We created yet another story about a mango fanatic played by Parineeti Chopra who does some crazy things for a mango during off-season. The cool guy, played by Imran, who witnesses this obsession, knows that the answer to her mango craving lies in a nice chilled bottle of Maaza. We believe the new campaign captures this thought in a fun, mischievous and quirky manner.”

The campaign has been directed by Jayant Rohtagi. An integrated communication plan which includes the rollout of a range of initiatives including out-of-home (OOH) media, digital, point of sale merchandise and on-the-ground initiatives across all key markets.

Parineeti Chopra commented, “I am happy to be back playing the role of the effervescent ‘Sweertyheart’, deeply and crazily in love with mangoes. Almost a reflection of the real me, Sweertyheart is drawn to Maaza, the great tasting, refreshing and delightful mango indulgence which always lights up her mood even during a sad, dull moment. I have thoroughly enjoyed playing this role or rather myself in this fun campaign and hope this association continues for many years to come.”

Imran Khan added, “It is always a pleasure to be associated with Maaza, a beverage which is the country’s most trusted and loved juice brand. It has been a wonderful experience. Also, I have to say, through my pairing with Parineeti, Maaza has been successful in giving the audiences a fresh, new, naughty and mango-licious ‘jodi’. I had a great time shooting with her. We shared great chemistry which clearly reflects in the new Maaza campaign.|

The TVC:

[youtube]https://www.youtube.com/watch?v=0aWqX0MdsZc[/youtube]

Credits:

Client: Coca-Cola India Brand: Maaza Film Title: Time Machine Agency: Leo Burnett, Delhi Client Team: Ajay Naqvi & Ayaaz Khan Executive Creative Director: Sainath Saraban

Creative Directors: Sumit Negi & Ashish Poddar

Account Management: Ankur Bora & Geetika Prabhakar

Sohini.Sen@bestmediainfo.com

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