Campaign India Team
Mar 02, 2009

Coke quenches ‘aam ki pyaas’ with Maaza

After rolling out back-to-back advertising campaigns for their aerated drinks, the soft drinks’ majors are promoting their juice drinks, ahead of the peak summer season.Titled ‘Aam ki pyaas’, the latest initiative by Coca Cola for Maaza, aims to connect with both young and old consumers across India who have a strong urge to have their favorite fruit, Mango.

Coke quenches ‘aam ki pyaas’ with Maaza

After rolling out back-to-back advertising campaigns for their aerated drinks, the soft drinks’ majors are promoting their juice drinks, ahead of the peak summer season.

Titled ‘Aam ki pyaas’, the latest initiative by Coca Cola for Maaza, aims to connect with both young and old consumers across India who have a strong urge to have their favorite fruit, Mango.

“Maaza’s appeal across consumer segments has made it India’s largest selling juice drink brand,” said Avinash Pant, director- marketing, Coca-Cola India, adding, “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’.”

Watch the TVC here:


Conceptualized by Sainath Saraban of Leo Burnett and produced by Rajesh Krishnan of Soda Films, the latest communication revolves around the idea of an intense craving for Maaza. The film portrays a character who is obsessed with mangoes. He feels betrayed by his mango tree that doesn’t give him his favourite fruits off season. He repeatedly calls fruit vendors late at night and keeps asking the same question much to their irritation, “Have the 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 it experiences his life’s most delicious mango experience. So much so that his preference changes to drinking a Mango (Maaza) rather than eating it, hence the thought -‘Maaza Lao Aam Ki Pyaas Bujhao’.

Source:
Campaign India

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