In a fun take, Maaza's new commercial offers the mango juice drink brand as the solution for not just those who crave mangoes through the year, but for those whose livelihood depends on the seasonal fruit.
Created by Leo Burnett Delhi, the ad shows three men whose "second innings" begin once the mango season is over. Prem Singh tries to become a dentist, Sohanlal an astrologer and Monty, a mechanic. However, all three are terrible at these other professions. As they wonder what to do in the off-season, a young boy asks them if they've ever heard of "har mausam aam" (mango for all seasons). The men scoff at him, but the kid insists he's right and then tells them it's Maaza. The ad ends with the three men now happily selling Maaza, as Monty says, "Aam ka season khatam ho sakta hai, par Maaza ka nahin. [The season for mangoes can get over, but never the season for Maaza.]"
Andriy Avramenko, vice president - juice business, Coca-Cola India, said, “Indians often passionately debate the experience of having a mango, and it is the ‘experience’ that they crave more than the taste. Over the years, we all have relished different varieties of mangoes. But the latest campaign for Maaza has been designed to give all mango lovers the choice of enjoying the superlative taste experience of the delicious fruit all throughout the year with new variety – Maaza, the ‘Har mausam Aam’. This particular variety gives mango loyalists the freedom to gratify their mango craving anytime they want – with its consistent authentic seedless mango taste each and every time. The thought really is to strengthen brand Maaza’s strong association with the 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, “We Indians love mangoes and with Maaza, every season is an occasion to savour the pleasure of mangoes. Our new campaign is all about Maaza being the mango equivalent whatever the season may be. Hence the line, ‘Har Mausam Aam’, is the central theme of our campaign.”
Agency: Leo Burnett Delhi
National creative director: KV Sridhar
Executive creative director: Sainath Saraban
Creative director (copy): Sumit Negi
Creative director (art): Ashish Poddar
Art director: Shubhojit Sengupta
Production house: QED Films
Director: Abhijeet Chowdhary (Dadu)