Maaza Launches Summer Integrated Communication Initiative

Maaza, India’s biggest and most favorite juice drink brand, today unveiled an innovative communication initiative for 2009 aptly called ‘Aam ki Pyaas’ (i.e. Thirst for Mangoes). The new communication program has been designed to position Maaza as the best and the only way to quench the thirst of Mango lovers who have an ultimate desire to have Mango, anywhere and anytime, best captured by the tagline, ‘Maaza Lao Aam ki Pyaas Bujhao’ (i.e. Quench your thirst for Mangoes by Maaza). The latest initiative aims to connect with both young and old consumers across India who have strong urge to have their favorite fruit, Mango- the national passion of India.

According to Avinash Pant, Director- Marketing, Coca-Cola India, “Maaza’s appeal across consumer segments has made it India’s largest selling juice drink brand. The latest communication aims to take the Mango’s connect with Maaza to the next level by positioning it as the ultimate (and only) way to quench the thirst for Mangoes- ‘Maaza Lao Aam Ki Pyaas Bujhao’.”

Coca-Cola India’s Leadership in the Juice Drink Segment and in India currently enjoys market leadership in the juice drink segment with brand Maaza.

In-addition, the company has also has Minute Maid Pulpy Orange, a naturally refreshing juice drink, offering an unmatched taste experience due to the presence of natural ‘Orange Pulp’. With a larger juice drink portfolio and by launching a fresh communication for Maaza, Coca-Cola in India is all set to extend its leadership in the juice drink segment.

The latest communication has been conceptualized by Sainath Saraban of Leo Burnett and produced by Rajesh Krishnan of Soda 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.

According to K V Sridhar, National Creative Director, Leo Burnett, “Aam ki Pyaas is a very powerful metaphor for the irresistible craving for mangoes which most Indians experience. Maaza Lao Aam Ki Pyaas Bujhao, in a line establishes Maaza as the most delicious mango drink in India by positioning it as the best solution for our craving for Mangoes.”

Sainath Saraban, Executive Creative Director, Leo Burnett, adds, “The latest communication ‘Maaza Lao Aam ki Pyaas Bujhao’ as an idea lends itself fabulously to 360 degree execution. And it also works across the length and breadth of India without losing any of its charm.”

The latest communication revolves around the idea of intense craving for Maaza- ‘Aam Ki Pyas’. The film portrays a character who is obsessed with mangoes. He feels betrayed by his mango tree that doesn’t give him his favorite fruits off season. He repeatedly calls fruit vendors late at night and keeps asking the same question much to their irritation, “Have mangoes arrived yet?” He hears the word ‘Aam’ (i.e. Mango) in every other conversation. His wife and son are pretty used to this but wonder if there’s anything that can cure his intense thirst for mangoes. The son has a brainwave and introduces his father to Maaza, who after drinking Maaza experiences his life’s most delicious mango experience. So much so that his preference changes to drinking a Mango (Maaza) rather than eating it – ‘Maaza Lao Aam Ki Pyaas Bujhao’.

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