Maaza is all set to quench the thirst this summer, launches new campaign "Jaldi Kya Hai?'

Maaza, India's biggest and most favourite juice drink brand, today unveiled its new campaign for the summer of 2011- "Jaldi kya hain?' The latest communication campaign has been designed to reinforce that Maaza is a drink which needs to be relished at one's own leisurely pace as it is made with utmost love and care, an indulgence that should be savored at one's own time. To deliver the strategic message, an integrated communication program is being rolled out involving a range of consumer engagement channels i.e. Out-of-Home Media, Digital Platforms and Mass Media Advertising.

According to Andriy Avramenko, Vice President - Juice Business, Coca-Cola India, "Maaza's appeal across consumer segments has made it India's largest selling juice drink brand. It has been delighting mango lovers with its superlative mango taste for over three decades. The latest campaign of Maaza talks to the youth of today who are living a fast and rushed life. However, there are things in life which need to be enjoyed at their own pace, and the latest communication talks about relishing Maaza at a leisurely pace to indulge in the ultimate mango experience. The thought really is to strengthen brand Maaza's strong association with Mango in a very entertaining and engaging manner."

The latest communication "Jaldi Kya Hain' has been conceptualized by Sainath Saraban, Executive Creative Director, Leo Burnett and Directed by Koushik Sarkar of Apostrophe 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.

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