Maaza has roped in Bollywood actors Imran Khan and Parineeti Chopra as brand ambassadors. The duo appear in Maaza's first advertising campaign for 2013.
Created by Leo Burnett, the campaign is titled 'Har Mausam Love, Har Mausam Aam'.
The film shows Chopra as the most beautiful girl of her village with all the men (including Khan) looking to woo her. Chopra puts forward her criteria to selecting her man; she wants a mango in the winter season. All the men begin their chase to get mangoes, while Khan gets an idea. He goes straight to her and says he's got them. Chopra is confused and asks him as to how he managed them in the off season. Khan replies, “Aam aur Love ka koi mausam nahi hota” and presents her a bottle of Maaza.
On the campaign, Neeraj Garg, vice president, juice business and SWA, Coca-Cola India and South West Asia, said, “Over the years, Maaza, through its strong heritage and consistent communication campaigns has become synonymous with mangoes in the hearts and minds of consumers. Maaza offers real mango experience, only better, since it is available throughout the year, regardless of season. With the new campaign, we are scaling up the brand’s philosophy by bringing in the element of ‘love’, to add an interesting and refreshing twist to Maaza’s promise of ‘Har Mausam Aam’.”
He added that newly signed brand ambassadors Khan and Chopra epitomize young India - go getters, energetic, wanting to make a difference and sure of themselves - and would strengthen Maaza’s brand equity and appeal.
On the film, Sainath Saraban, executive creative director, Leo Burnett, New Delhi, said, “We have built the 2013 thematic campaign for brand Maaza, based on the analogy of love for mangoes. Just like love, one should be able to relish mangoes in every season and Maaza embodies just that. Maaza really is a mango experience available 365 days in a year.”
The film has been directed by Jayant Rohtagi. Besides the TVC, the campaign will extend to OOH, digital and point of sales.