Indiantelevision.com Team

(12 February 2008 5:00 pm)

MUMBAI: Coca-Cola India today unveiled an innovative communication initiative, Bina Guthli Wala Aam, for summer 2008 for its mango drink brand Maaza, with a view to connecting afresh with Maaza loyalists.

The new initiative features the versatile actor, comedy spacialist Satish Shah.

Conceptualised by Leo Burnett, the 360-degree strategic campaign, which also includes mass media advertising, produced by Illusion Films, will roll out by the first week of March 2008. A range of initiatives including on-ground initiatives and contests will also be rolled out across all key markets.

According to Coca-Cola India VP of marketing Venkatesh Kini, "Over the years, we all have savoured different varieties of mangoes. But this summer, Maaza's new campaign has been designed to leave all mango lovers thirsty for a new variety of mango - Bina Guthli Wala Aam."

Kini adds: "The whole idea is very simple and inherent to the brand. The thought really is to strengthen brand Maaza's strong association with the mango fruit in a very entertaining and engaging manner."

The new Maaza commercial opens with a mango exporter (Shah) admiring mangoes.

On seeing a kid, he tempts him by offering a mango. The kid, however, shows no interest.

However, the kid turns his world upside down by asking for the one mango the exporter does not possess - Bina Guthli Wala Aam.