Campaign India Team
Jul 15, 2022

Maaza gets Amitabh Bachchan to spill the family’s juicy secrets to Pooja Hegde

Watch the film conceptualised by Ogilvy here

Maaza has launched a campaign under its leg ‘Dildaar Bana De’ (make you generous), to evoke the feeling of togetherness amongst loved ones. Conceptualised by Ogilvy, the film features actors and the brand’s ambassadors Amitabh Bachchan and Pooja Hegde.
The film showcases Bachchan and Hegde as a grandfather-granddaughter duo, bonding over a fun exchange of untold family stories over a glass of Maaza. The granddaughter learns surprising facts and comes back for more stories and more Maaza. Towards the end of the film, the entire family joins the camaraderie.
Ajay Konale, director marketing, nutrition category, Coca-Cola India and Southwest Asia, said, “Earlier this year, we unveiled Maaza’s new umbrella campaign around ‘Dildaari’ this helped reinforce Maaza as the ultimate mango experience in a distinctive way. Mango as a fruit has a unique and distinctive role in India. Whole families come together over mangoes. As an authentic mango experience, Maaza wants to dial up this coming together of families, generations over the love of mangoes and sweeten these moments of togetherness. This is especially more relevant today than before as even family interactions have become transactional. We have collaborated with Amitabh Bachhan and Pooja Hegde to introduce the new Dildari positioning in early 2022. We will be continuing with these two stars who embody the values of our brand for the family and festivities campaign that we are unveiling. We will also invest significantly across national and regional television and digital mediums to bring this idea of family togetherness over the indulgence of Maaza to our consumers.''
Sukesh Nayak, chief creative officer, Ogilvy India, said, “In today’s fast-paced life, families seek some time to spend together to bond with each other. Maaza with its real mango flavour is the perfect temptation for everyone in the family to forget everything and bond over the taste of juicy mangoes.”
Campaign India

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