Mango love takes a dramatic twist of action as Varun Dhawan & Gulshan Grover tussle over a bottle of Maaza in a new campaign created by Leo Burnett
BestMediaInfo Bureau | Delhi | April 13, 2015
Maaza is back with its all new communication campaign, but with a dramatic twist. Starring newly-appointed brand ambassador Varun Dhawan and the ‘Bad Man of Bollywood’ Gulshan Grover, the latest ad campaign of Maaza continues the ‘Har Mausam Aam, Har Mausam Love’ saga through an action-packed story of a hero and villain with a loveable twist in the end. Leo Burnett has created the new campaign. The ad campaign broke on April 11, 2015.
The TVC begins with the ‘hero’s’ (Varun Dhawan) entry into a gangster’s (Gulshan Grover) den in typical Bollywood style, where he finds the ‘villain’ feasting on a plate of mangoes as he thinks that the season of mangoes is soon going to end and he will not get mangoes after that. The hero mocks the villain and pulls out a bottle of Maaza, telling him that mangoes can now be enjoyed all-round the year. At the end of the ad, we see that the villain is all tied up and the hero is enjoying the same bottle of refreshing chilled Maaza.
Speaking about the campaign, Debabrata Mukherjee, Vice-President - Marketing and Commercial, Coca-Cola India and South West Asia, commented, “Consistent delivery on the superlative product quality and taste experience, layered with fresh and engaging communication, has been the secret to Maaza’s success over the last four decades. Our constant endeavour is to retain this secret formula by constantly refreshing the brand; while not losing sight of its strong heritage. One way to keep the brand contemporary and relevant is to ensure that we stay in touch with the times while drawing on the rich heritage of the brand. The current commercial represents that philosophy, wherein Varun Dhawan who has strong youth connect and mass appeal, delivers the brand promise in an engaging manner. Built on the insight that there is always something theatrical and dramatic about things we love, this campaign adds a refreshing twist of action to Maaza’s promise of ‘Har Mausam Aam’.”
He further added, “Varun’s image and personality blends in perfectly with the brand equation of Maaza. I hope to see him take the brand to newer levels of success, reiterating our core message that the longing for mangoes has only one answer – Maaza.”
Commenting on the film, Sainath Saraban, National Creative Director, Leo Burnett, said, “There is always a sense of drama associated with mangoes and mango lovers. Previously in our campaigns, we had focused on how mango indulgence can work magically in creating a love story. This year, we wanted to take the messaging to another level. Along with love, there is also a lot of action associated with mango fanatics. Therefore, we teamed up the coolest hero and villain in the industry – Varun Dhawan and Gulshan Grover – to create an action-packed drama for Maaza, this season.”
New visual identity
Meanwhile, Maaza also dons a new visual identity, which has been designed to enhance the brand and fruit appeal. Along with a revamped logo and tempting images of thick, juicy and delicious mango, the pack aims to convey the true essence of the beverage. The brand also brings to fore the sustainability initiative – Project Unnati, undertaken by Maaza in partnership with Jain Irrigation to facilitate higher growth and income for mango farmers and streamline supply chain and enhance productivity for Maaza and Minute Maid Mango.
Debabrata Mukherjee explained, “Maaza is a classic, proven, well trusted and loved brand. Hence, our attempt is always to evolve it in keeping with the times, making it relevant to the youth of today. The focus of the design is to showcase the tempting nature of the fruit, which no one can resist – which is also the true essence of our brand. The packaging design change that we are unveiling now is the result of months of creative development and testing, a journey that started more than two years back.”
Agency: Leo Burnett
Sainath Saraban, National Creative Director
Ashish Poddar, Associate Executive Creative Director
Rajesh Minocha, Creative Director
Production House: Soda Films
Director: Jayant Rohatgi