Maaza launches new "Har Mausam Aam' campaign, reflecting its "Mango for all Seasons' proposition

Mango lovers across the country can now satiate their desire for mangoes all throughout the year with a new variant of the juicy fruit, the new, "Har mausam aam' ' Maaza. Maaza, India's biggest and most favourite juice drink brand has always been an equivalent to juicy mangoes and the brand's latest campaign, "Har Mausam Aam' takes the same thought ahead and positions the brand as a Mango which is available throughout the year regardless of seasons. Mango has always been India's favourite fruit with people eagerly waiting to consume the fruit in its season. The non-mango season sees shops bare of the fruit and vendors seeking alternate employment. But with Maaza, the delightful experience of tasting magoes is an all season treat ' and this proposition is brought alive with Maaza's "Har Mausam Aam' campaign.

The campaign has been designed to reinforce the fact that Maaza offers a real mango experience, only better, being available throughout the year, regardless of season. The campaign is based on the simple human desire to have the things we love, accessible to us anytime we desire them.

According to Andriy Avramenko, Vice President - Juice Business, Coca-Cola India, "Indians often passionately debate the experience of having a mango, and it is the "experience' that they crave more than the taste. Over the years, we all have relished different varieties of mangoes. But the latest campaign for Maaza has been designed to give all mango lovers the choice of enjoying the superlative taste experience of the delicious fruit all throughout the year with new variety ' Maaza, the "Har mausam Aam'. This particular variety gives mango loyalists the freedom to gratify their mango craving anytime they want ' with its consistent authentic seedless mango taste each and every time. The thought really is to strengthen brand Maaza's strong association with the mango in a very entertaining and engaging manner.

The new Maaza campaign "Har Mausam Aam' has been conceptualized by Leo Burnet (Delhi) and directed by Abhijeet Chowdhary (Dadu) from QED 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.