Campaign India Team
Apr 13, 2015

Maaza enthrals mango lovers with dramatic twist

Watch the film conceptualised by Leo Burnett here

Maaza has rolled out its latest ad film that follows the theme of “Har Mausam Aam, Har Mausam Love”. The film has been conceptualised by Leo Burnett and went on-air on 11 April.
 
Starring Bollywood actors Varun Dhawan and Gulshan Grover, the film is a parody of modern day Bollywood action movies.
 
The film begins with Dhawan breaking a window to enter a warehouse as he looks for Grover. Gun in hand, he is seen calling out to his opponent, challenging him to come out. At this point he is interrupted by Grover who tells him that he’s too busy choosing the right mango to eat, so he cannot fight him because once the mango season ends, he’ll have to wait an entire year.
 
Dhawan reminds him that with Maaza, Grover can enjoy mango season all year long. Grabbing the bottle from Dhawan, Grover is seen enjoying the drink. The film ends with a shot of Grover tied up trying to get a sip of Maaza, as his voiceover reminds the audience that with Maaza, every season is mango season.   
 
Debabrata Mukherjee, vice president-marketing and commercial, Coca-Cola India and South West Asia, said, “Consistent delivery on the superlative product quality and taste experience layered with fresh and engaging communication has been the secret to Maaza’s success over the last four decades. Our constant endeavour is to retain this secret formula by constantly refreshing the brand while not losing sight of its strong heritage. Built on the insight that there is always something theatrical and dramatic about things we love, this campaign adds a refreshing twist of action to Maaza’s promise of ‘Har Mausam Aam’.”
 
“The packaging design change that we are unveiling now is the result of months of creative development and testing, a journey that started more than two years back,” he added.
 
Sainath Saraban, national creative director, Leo Burnett, said, “There is always a sense of drama associated with mangoes and mango lovers. Previously in our campaigns, we had focused on how mango indulgence can work magically in creating a love story. This year we wanted to take the messaging to another level. Along with love, there is also a lot of action associated with mango fanatics. Therefore, we teamed up the coolest hero and villain in the industry, Varun Dhawan and Gulshan Grover, to create an action-packed drama for Maaza, this season.”
 
Credits:
Client: Coca-Cola India
Creative agency: Leo Burnett
Creative team: Sainath Saraban, Ashish Poddar, Rajesh Minocha
Production house: Soda Films
Director: Jayant Rohatgi
 
Source:
Campaign India

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