Following its 'Har Mausam Aam' campaign, Maaza has rolled out a new brand proposition, 'Laalach for Aam? Maaza hai naam' (Greedy for mangoes, Maaza is your answer). A film conceptualised by Leo Burnett is currently on air to communicate the same.
Varun Dhawan features in a double role, playing twins. One is enjoying a mango, while the other is looking through a crate unable to find one. The twin without the mango thinks to himself about attacking his brother, but stops because he'll then have to pay the doctor's fees. A bottle of Maaza appears next to him. He opens the bottle and takes a gulp, leaving his brother craving for it. The film ends introducing the brand's new proposition.
Debabrata Mukherjee, vice president, marketing and commercial, Coca-Cola India, said, “Emotions are a great hook to connect with consumers. Mango is India’s favourite fruit and evokes emotions like no other. In the pre-work for Maaza campaign development we asked consumers what the strongest ‘Aam’ emotion was and the answer was unanimous – greed. The greed for mangoes is universal. Almost everyone admits to a life story when they have acted greedily in the face of mango craving. This served as the inspiration for the new Maaza campaign. The new Maaza campaign depicts incidents from everyday lives which every consumer will relate to. It shows how greed for mango can make people sometimes act out of character. While the greed for mango can divide even the closest of friends or relations, the delicious authentic mango taste of Maaza solves for this greed. So anytime you feel greedy for the delicious mango taste, reach out for the most authentic mango in a bottle – Maaza."
Agency: Leo Burnett
EVP planning: Antony Raj Kumar
Planning director: Venkataraghavan Srinivasan
Group executive creative director: Sachin Das Burma
Creative director (copy): Sudhir Das
Creative director (art): Arijit Das Gupta
Production house: Tubelight Films
Producer and director: Prashant Issar