According to Debabrata Mukherjee Vice President, Marketing & Commercial, Coca-Cola India, emotions are a great hook to connect with consumers. Mango is India’s favorite fruit and evokes emotions like no other.
Speaking about the new campaign, Mukherjee said, “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. Laalach for aam? Maaza hai naam.”
The campaign has been conceptualised by Leo Burnett and produced under the banner of Tubelight Films. The idea behind the new campaign is set to forge a deeper connect with the mango lovers through its trademark slapstick comedy format.
Laalach for Aam? Maaza hai naam
Directed by Prashant Issar, in this new ad film, Varun Dhawan will be seen in his maiden double role performance. He will be enacting the role of twin brothers with one of the brothers desperately searching for mango in an empty crate, while the twin is quietly enjoying the last mango in a corner of the room. On seeing that his brother will not offer him even a slice of the mango, he seeks divine intervention to satisfy his mango craving. He then hears a voice from above with a message – ‘Laalach for aam, Maaza hainaam!’ and the story takes a twist as suddenly it is the other twin who looks on with greed, eyeing a sip of Maaza.
This is not the first time, when Maaza is trying to showcase the love for Mango. Prior to this, it brought out various emotions depicting people’s love for Mango – ‘Taaza Mango Maaza mango’, ‘Maaza Mango. You’ve really got the juice’, ‘Maaza. Kabhi Health kabhi Fun,’ ‘YaariDosti, Taaza Maaza,’ ‘Maaza lao, aamki pyaas bhujaao,’ Maaza. Jaldikyahai,’ ‘Maaza. Har Mausam Aam.’
“In the pre-work for Maaza campaign development we asked consumers what the strongest ‘Aam’ emotion was and the answer was unanimous – Gredd. 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”, added Mukherjee.
However, recently Coca-Cola also roped Shruti Hassan as the brand ambassador of its orange soda brand Fanta and also changed the tagline from Open Happiness to the new Taste the Feeling. On the other side, every year Slice the rival mango juice brand brings its mango theory with Katrina Kaif, now it will be interesting to see, how Slice will reply to Maaza’s
Expert take
Commenting on the ad film, Piyush Mishra, Founder, Pure Advertising, said, “Its a very refreshing take with varun dhawan in a double role with a decent storyline. Probably one of the sharpest proposition by maaza to position it as youthful and contemporary drink. However the concept of double lead could have been dealt in a stark fashion”.
“The ad looks straight out from a masala bollywood flick, the typical twin story. The film is entertaining but the brand seems somewhere lost in the whole process. Varun Dhawan takes away the limelight,” expressed Hitesh Chhabra Co-founder & Chief Innovation Officer, The Garage Communications.