The summer 2011 campaign for Maaza is based on the thought "Jaldi Kya Hai [What's the hurry]?"
WATCH the TVC
The TVC is set in a bustling office area of a town where a corporate executive spots a visicooler with Maaza in it, while walking past. Tempted, he stops and takes a bottle of Maaza out of it. Just then, from out of the blue, a yellow LazyBoy drops down next to him. He settles in comfortably, as a jazz band walks into the frame and a beautiful girl appears with a fan next to him. One of the bandmembers gestures to him to take a sip, and as the young man finally does, the band starts to play. The film ends with the voiceover, "Maaza, Jaldi kya hai?"
According to Andriy Avramenko, vice president - Juice Business, Coca-Cola India, “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.”
Commenting on the film, Sainath Saraban, executive creative director, Leo Burnett, New Delhi, who also wrote the film, said, “When it comes to savouring a fruit, a mango is the one you’d never rush. Similarly, you never rush a Maaza. Maaza has always been about relishing the delicious mango taste from first sip to the last. Our new campaign is all about asking you to slow down a bit and take the time to enjoy every sip as if it was a precious moment in your life."
The integrated communication plan includes out-of-home (OOH) media, point of sale merchandise and on-ground initiatives across all key markets.
Client: Coca-Cola India
Creative Agency: Leo Burnett, New Delhi, India
Executive creative director: Sainath Saraban
Production house: Apostrophe Films Pvt Ltd.
Producer: Hamesh Haridas
Director: Koushik Sarkar