MUMBAI: Coca-Cola India is launching a new communication campaign for Maaza, featuring Imran Khan and Parineeti Chopra, the new ambassadors for the brand.
The campaign themed "Har Mausam Love, Har Mausam Aam" has been conceptualised and created by Leo Burnett (Delhi) and directed by Jayant Rohtagi.
Coca-Cola India and South West Asia vice president- Juice business Asia Neeraj Garg said, "Over the years, Maaza, through its strong heritage and consistent communication campaigns has become synonymous with mangoes in the hearts and minds of consumers.. With the new campaign, we are scaling up the brand‘s philosophy by bringing in the element of ‘Love‘, to add an interesting and refreshing twist to Maaza‘s promise of ‘Har Mausam Aam‘".
Taking forward Maaza‘s "Har Mausam Aam" theme in 2012, the brand is now adding a touch of love to its new campaign for 2013 by drawing a parallel between "love" and "mangoes". Maaza believes that love for mangoes should not be constrained by the mango season which comes only for three months in a year.
Leo Burnett ECD -New Delhi Sainath Saraban added, "We have built the 2013 thematic campaign for brand Maaza, based on the analogy of love for mangoes. Just like love, one should be able to relish mangoes in every season and Maaza embodies just that. Maaza really is a mango experience available 365 days in a year".
As Maaza‘s brand ambassador, Khan and Chopra will be associated with a range of consumer activation and marketing programs, helping build brand love and enrich the brand experience.
In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, digital, point of sale merchandise and on-the-ground initiatives across all key markets.
Titled ‘Switty‘, the film is set in winters and it portrays Chopra as a beautiful young girl who is crazy about mangoes. Even though there are countless boys in the neighbourhood eager for her attention, she coyly mentions that her heart will belong to the one who can get her mangoes even in off-season. Here‘s where Khan scores over all others by satiating her love for mangoes with the all-season mango delight in a bottle - Maaza.
