Maaza’s new campaign brings alive mango Indulgence in the ‘Me Moments’ of daily life
Coca-Cola India, one of the country’s leading beverage companies has unveiled a new campaign for Maaza, India’s most loved mango juice drink and the largest selling juice drink brand in the country. The new campaign positions Maaza as the most Indulgent Mango Drink during the me-time amidst the daily grind of life. The campaign will run across all platforms including TV, radio, digital, retail, and print.
To connect with its core consumers, Maaza has roped in three renowned Bollywood actresses – Aditi Rao Hydari, Diana Penty and Rakul Preet Singh as Brand ambassadors. The new TV commercial features a fresh and peppy track composed by Oscar-winning music maestro A. R. Rahman and the three young women rejoicing their ‘Me Time’. The film opens with the three actresses in three separate spaces - a house, a green room and a supermarket, opening the bottle of Maaza and taking a sip. As they drink Maaza, they slip into a spontaneous, free and casual groove. With the music playing in the background, each of them begins to dance effortlessly, clearly enjoying and innocently indulging in the taste of Maaza. Beautiful shots of mangoes falling, and splitting are seen, synchronized to the music, with a wave of juice swirling around the diced mangoes.
Speaking on the Maaza anthem, A. R. Rahman, said, “Music plays an integral part in any occasion and serves the purpose of transporting people to different worlds. During the conceptual phase of the track, the few things that came to my mind were fun, Me time and Mangoes. The song resonates an inner joy inspired by these elements. I want the audience to celebrate Maaza with me through this song and to groove to the music while they enjoy their mango indulgence.”
Commenting on the launch of the new campaign, Srideep Kesavan, Director Marketing – Juices, Coca-Cola India & South West Asia, said “Maaza brings the most authentic Alphonso mango experience and our new campaign aims to extend this experience further to modern young women, who get consumed in the daily humdrum of life and have these moments of indulgence during their daily ‘Me Time’. We want them to celebrate their ‘Me Time’ with the Smooth, Thick Mango experience of Maaza. As the next milestone in the Maaza’s journey, we have brought on board three young celebrities as our brand ambassadors who reflect a perfect blend of fun and flair enabling us to further deepen our connect with our consumers. Further, we partnered with the music maestro A.R. Rahman to create an anthem which ties together the moments of indulgence and enjoyment, with the experience of drinking Maaza.”
Aditi Rao Hydari on her association said, “Mangoes bring back memories of my childhood as I grew up in a family of mango-lovers. I am thrilled to be associated with Maaza as it has always been my favourite mango drink. I thoroughly enjoyed shooting for the TVC as it brings alive the spirit of spontaneity and the freedom to be yourself... This is so inherently me!”
Diana Penty further added, “Mangoes bring back some of the best memories from my childhood, so I’m absolutely delighted to be associated with Maaza! My ‘me moments’ are always more special when there is something to indulge in and Maaza is that perfect indulgence. I had a great time Classified – Confidential working on the TVC - it was all about having fun while grooving to the really vibrant Maaza soundtrack!”
Rakul Preet Singh added, Rakul Preet Singh added, “It is indeed a great feeling to be part of the Maaza family. Maaza is the perfect ‘Me Time’ drink whenever I want to unwind and unleash my inner self. Working for the TVC was really exciting as I enjoyed my moments of indulgence and abandon.”
Arjuna Gaur, Executive Creative Director, Leo Burnett said, “Maaza has always been about Mango Indulgence and the new Campaign is about the little moments that today’s woman steals for herself – in the middle of a busy day at work, between household chores, while rushing between classes. With the thick, smooth and sweet deliciousness of Maaza, they are transformed into moments of pure indulgence. And in these moments, the world ceases to exist. All that’s left is her and her Maaza.”
As the next step in Maaza’s journey towards becoming a USD 1 billion home-grown mango juice brand by 2023, Maaza is transforming into a Master brand bringing in different variants of mango Indulgence for different moments.
Launched in the 1970s, Maaza has an impressive heritage and has been the most loved mango juice beverage in the country for over 42 years now. You can view the TVC and hear the Anthem here.
Creative Team on the new Maaza campaign:
- Agency: Leo Burnett
- Creative Head: Arjuna Gaur
- Production House: Niravana Films
- Post Production House: Sally’s Studio
- Director: Prakash Varma
- DOP: Panya Chinavanich
- Music: A.R. Rahman