The campaign has been conceptualised by Leo Burnett. The brand unveiled its new campaign based on the proposition ‘Laalach for Aam? Maaza hai naam’
BestMediaInfo Bureau | Delhi | February 9, 2016
With the start of the New Year, Maaza, the iconic juice brand of Coca-Cola India, is back in a brand new avatar. The brand unveiled its new campaign based on the proposition ‘Laalach for Aam? Maaza hai naam’.
The campaign has been conceptualised by Leo Burnett. After the successful ‘Har Mausam Aam’ campaign, the brand is set to forge a deeper connect with mango lovers through the new campaign which went on-air on February 6. It is in the typical Maaza trademark slapstick comedy format.
Brand ambassador Varun Dhawan will be seen in his maiden double-role performance. He will be enacting the role of twin brothers with one of the brothers desperately searching for mango in an empty crate, while the twin is quietly enjoying the last mango in a corner of the room. On seeing that his brother will not offer him even a slice of the mango, he seeks divine intervention to satisfy his mango craving. He then hears a voice from above with a message: ‘Laalach for aam, Maaza hai naam!’ and the story takes a twist as suddenly it is the other twin who looks on with greed, eyeing a sip of Maaza.
Debabrata Mukherjee, Vice-president, Marketing and Commercial, Coca-Cola India, said, “Emotions are a great hook to connect with consumers. Mango is India’s favourite fruit and evokes emotions like no other. In the pre-work for Maaza campaign development, we asked consumers what the strongest ‘aam’ emotion was and the answer was unanimous – greed. The greed for mangoes is universal. Almost everyone admits to a life story when they have acted greedily in the face of mango craving. This served as the inspiration for the new Maaza campaign. The campaign depicts incidents from everyday life which every consumer will relate to. It shows how greed for mango can make people sometimes act out of character. While the greed for mango can divide even the closest of friends or relations, the delicious authentic mango taste of Maaza solves this craving. So, anytime you feel greedy for the delicious mango taste, reach out for the most authentic mango in a bottle – Maaza. Laalach for aam? Maaza hai naam!”
Commenting on the film, Sachin Das Burma, Group Executive Director, Leo Burnett, said, "The basic human truth is that people love mangoes and are greedy about mangoes. Your mango greed makes you do everything possible to get a mango and to not share it. Maaza is a drink which is closest to a real and authentic mango experience. Taking this thought forward, we created a story about a mango lover played by Varun Dhawan who loves his mango so much that he is unwilling to share it with his own twin brother. The helpless twin brother is taken over by the voice of greed running in his head. The story takes an interesting twist when he gets a bottle of Maaza and satiates his mango love. We believe that the new campaign emphasises the fact that Maaza is the best mango drink in a fun and quirky manner."?
Varun Dhawan said, “While they say that ‘laalach’is not a good thing, I have no qualms about the greed for my favourite, refreshing and delicious Maaza. It is the ‘laalach’ for this yummy mango delight all through these years that has reunited me with my long lost bhai! After all, ‘laalach’ doesn’t seem to be such a bad thing. I am sure my fans are going to enjoy watching me in a new avatar and also join me in satiating our ‘Laalach for aam? Maaza hai naam.”
In addition to the new campaign, Coca-Cola India is set to make its largest juice brand available to a lot more consumers through the launch of the ‘on-the-go’ 125 ml single serve tetra packs. Maaza is the only brand in India which uses mango pulp to make the juice and uses no concentrate. Just as love knows no season, similarly Maaza offers real mango experience throughout the year, regardless of any season.
Creative agency: Leo Burnett
Group Executive Creative Director: Sachin Das Burma
Creative Director (Copy): Sudhir Das
Creative Director (Art): Arijit Das Gupta
EVP Planning: Antony Raj Kumar
Planning Director: Venkataraghavan Srinivasan
Production house: Tubelight Films
Producer & Director: Prashant Issar