The company issued a release stating that it is launching an integrated marketing campaign for pushing the affordability strategy a step further. This includes a new Maaza television commercial (TVC) with the mother and son duo sharing a special bond onscreen. This will hit TV screens today 3 March across all Hindi channels. There will also be on-ground marketing activities and promotions.

In the past Coca Cola has promoted the beverage through campaigns like Taaza Mango, Maaza Mango and Botal mein Aam, Maaza hain Naam. The latest Maaza TVC was conceptualised and developed by Leo Burnett. The ad seeks to position the product as one that enables fun and friendship moments between mothers and kids. This happens because while mothers trust the brand kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit. This has been captured in the tagline Yaari Dosti Taaza Maaza.

Coca Cola added that its mango drink has always enjoyed great brand loyalty. It scores by being wholesome, natural and fun. It also promises to deliver the real experience of fruit.