India, a land of festivals where no festive occasion is complete without the presence of beverages from The
This year, Maaza decided to bring forth the authentic taste of mangoes to match the festive emotions of devotees and enthusiasts of Ganesh Utsav in the form of the second edition of ‘Maaza Modak’. It was planned in association with Lokmat across all offline and online channels. The core idea was to give a Mangolicious twist to the recipe of Modak by adding the golden goodness of Maaza.
As a part of the campaign plan, the Maaza Modak team tied-up with popular Ganesh Pandals and invited famed Marathi personalities and celebrity chef to launch the festival. Apart from print, news, and digital associations, collaborations were made with celebrated influencers to add a new-age flavour to the campaign.
MANGOLICIOUS-NESS AT GANESH PANDALS & LAL BAUGCHA RAJA
Marathi TV actress Prajakta Mali, Jui Gadkari, Apurva Nemlekar, Gauri Nalawade, Suruchi Adarkar, Sayali Sanjeev and Samrudhi Kelkar were invited at Pandals to engage and interact with the devotees. They also clicked selfies with the devotees. Maaza Modak Spardha was organised at Pandals and innovative Modak recipes were prepared using Modak. The most innovative and delicious Modak recipes won Maaza Hampers.
Celebrity Chef Shantanu Gupte and Yashodhan Deskmukh gave Maaza Modak recipe demo through videos on Lokmat Facebook channel.
Tasty associations were made with popular food bloggers who built stories around all the women who showcased their culinary skills for all.
CELEBRATING MAAZA MODAK SPARDHA DIGITALLY
Lokmat Facebook Page hosted Maaza Modak Spardha where participants were invited to share the Maaza Modaks they prepared using the hashtag #MaazaModak. The prize for this contest was a golden opportunity to prepare Maaza Modak with a celebrity chef.
Numerous celebrity influencers were approached to acquaint their social media following with the delicious taste of Maaza Modak. One of these was Madhura from Madhura’s Kitchen. Every celebrity was encouraged to add their culinary touch to the concept of Maaza Modak through their social media handles by way of promotion, all in true ode to the Bappa.
ARRIVAL OF THE RAJA
Most celebrated collaboration was with the world famous Sarvajanik Ganpati – Lal Baugcha Raja. In a bid to strike a social chord with the audience, the campaign leveraged Lokmat Sakhi Manch, a platform that empowers women and gives them an opportunity to express their creativity.
It started with an experiential Maaza Modak Zone that was installed at Lal Baughcha Raja Pandal in Mumbai. Supporting this, was a Maaza Modak Installation made out of Maaza bottles. This was meant for artists to dismantle at regular intervals, recreate and in the process, showcase their creativity.
MAAZA ON WHEELS FOR GANAPATI BAPPA
A canter activity was conducted where Maaza Modak vans drove across 44 Maharashtrian towns where mango lovers were encouraged to sample Maaza bottles. This activity was made more interactive with a digital game and a selfie contest on FB combined with region specific filter to add to the festive air.
The love for this mango-based beverage was taken to new heights in the form of first ever modern trade retail outlet activation. Here, stalls were set up at retail outlets across Maharashtra, Hyderabad and Bangalore.