NEW
DELHI: Coca-Cola India has launched its new campaign, ‘Aam
ki pyaas’ for its mango-based varient Maaza.
Conceptualised
by Leo Burnett’s Sainath Saraban, the television campaign
has been produced by Rajesh Krishnan of Soda Films.
Says
Coca-Cola India director-marketing Avinash Pant, “ The
latest communication aims to take the mango connect with Maaza
to the next level by positioning it as the ultimate (and only)
way to quench the thirst for mangoes- ‘Maaza lao aam
ki pyaas bujhao’.”
The
TVC shows a character who is obsessed with mangoes. He feels
betrayed by his mango tree that doesn’t give him his
favourite fruits off season. He repeatedly calls fruit vendors
late at night and then one day his son introduces him to Maaza,
who after having it says, ‘Maaza lao aam ki pyaas bujhao’.
In addition to the TVC, the product will be further promoted
through out-of-home (OOH), point of sale merchandise and on-ground
initiatives across key markets.
