Chants of ‘Ganpati Bappa Moriya’ and tinkles of ghantas (small bells used in prayers) filled the air as thousands of devotees gathered to celebrate the festival of Ganesh Chaturthi in Maharashtra. This year however, the traditional yellow colour associated with the festival brought with it another reason to celebrate. Bright mango yellow canter vans brought the country’s most loved mango beverage Maaza, to various parts of the state, adding more festive flavour and frolic.
The ‘Maaza Ganpati Activation Vehicles’ encouraged the people of Maharashtra to indulge in their favourite beverage, and also participate in a variety of fun-filled games that further enhanced the spirit of Ganesh Chaturthi. Aboard these vans, consumers could play a touch screen Modak (traditional Indian sweet) game and participate in a variety of other engagement activities. They could also capture their #MaazaModak moments on a specially-designed festive photo booth to create memories with Maaza. Participants also stood a chance to win exciting Maaza merchandise by uploading their favourite moments on social media, tagging their favourite mango drink – Maaza and using the hashtag #MaazaModak.
Vikas Sunkad, Director Operations at Coca-Cola India, said “It is great how the activity brought about significant consumer engagement and married well with trade activations through our bottling partners. Our ability to touch over 40 towns through the rural heartlands of Maharashtra where the festival is super special was truly overwhelming”.
Bharat Jhurani, Senior Brand Manager Maaza at Coca-Cola India, said “Maaza’s pure mango indulgence makes it an ideal companion for consumers, more so during festivals. We wanted to make Ganesh Chaturthi special for the consumers by adding in the flavour of Maaza. Modak is an integral part of the festival for all Maharastrians, and we leveraged on this cultural connect integrating the brand to provide Maaza Indulgence in the form of Modak.”
The activity which began on 1st September, went on till 25th September. The vans were seen engaging with consumers and fans in Kolhapur, Sangli, Aurangabad, Nasik, Miraj, Islampur, Jaisinghpur, Ichalkaranji, Solapur, Osmanabad, Indapur, Akluj, Barshi, Sawantwadi, Ratnagiri, Kankavli, Chiplun, Satara, Karad, Pune City, P.C.M.C, City, Dhule, Yeola, Sinner, Sangamner, Shirdi, Jalgaon, Chopda, Buldhana, Shegaon, Akola, City, Jalna, Nagar, Sillod, Vijapur, Hingoli, Nanded, Parbhani, Buldhana, Udgir, Latur and Beed.