Arati Rao
Mar 17, 2011

Take your time with your Maaza, says new TVC for juice drink

WATCH the TVC created by Leo Burnett Delhi

Take your time with your Maaza, says new TVC for juice drink

The summer 2011 campaign for Maaza is based on the thought "Jaldi Kya Hai [What's the hurry]?"


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

Campaign India

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