Maaza: Mango mazaa, round the year

The campaign for the mango drink is based on the thought that things that people desire and love the most should be accessible to them, anytime and anywhere.

The new campaign for Coca-Cola's mango-based drink Maaza focusses on the idea that things that people desire and love the most should be accessible to them, anytime and anywhere.

Conceptualised by Leo Burnett, the television commercial, titled 'Har mausam aam', focusses on how fruit-sellers and vendors engaged in selling mangoes seek alternate employment opportunities (ranging from astrology to dentistry) during off season. With Maaza, consumers can now experience the taste of mango in all seasons. This also provides an employment opportunity to the vendors, who can sell Maaza throughout the year, along with real mangoes during summer. This proposition is further stressed with the tagline Maaza - 'Har mausam aam'.

According to Andriy Avramenko, vice-president, juice business, Coca-Cola India, Indians often passionately debate the experience of having a mango, and it is the experience that they crave more than the taste. "Over the years, we have relished different varieties of mangoes. The latest campaign for Maaza is designed to give all mango lovers the choice to enjoy the superlative taste experience of the delicious fruit all through the year, with a new variety -- Maaza, the 'Har mausam aam', he says.

"The thought is to strengthen brand Maaza's strong association with the mango in a very entertaining and engaging manner," adds Avramenko.

K V Sridhar, national creative director, Leo Burnett, explains, "Whether it is 'Bina guthali walla aam' (seedless mango) and 'Aam ki pyaas bujhaye', to 'Jaldi kya hai', Maaza has always been positioned as an alternative for people who love mangoes and are ready to do anything for it. The new tagline, 'Har mausam aam', combines all earlier thoughts and re-positions Maaza as the natural answer to the problem of being unable to consume mangoes once the summer season gets over."

In addition to a television campaign, Coca-Cola plans to roll out a range of initiatives including out of home (OOH), point of sale merchandise, and on-ground activations across key markets.

Striking the right chord

The television campaign draws mixed reviews from industry professionals. While most agree that 'Har mausam aam' is the right idea for the brand, they add that the idea could have been brought alive in a more interesting way.

Ryan Menezes, chief creative officer, Percept/H, says, "The ad has a promising start, but ends with a whimper -- with a standard product endorsement style that shows a kid on top of a mango tree mouthing the line. The TVC is, however, well produced and cast. 'Har mausam aam' is a strong platform, which could have probably been exploited better from the viewpoint of the consumer, rather than the mango sellers, though Maaza has been down that path before."

Meraj Hasan, vice-president, strategic planning, Everest Brand Solutions, calls the idea strategically correct on the insight about Indians missing the mango season, and round the year consumption cues.

"Moreover, the mango sellers' side of the story has been executed well, with a good cast, which further makes it entertaining. Over all, the idea of the commercial works and is also a welcome departure from the last 'wannabe commercial' Jaldi kya hai," he adds.