Renewing the brand promise of ‘Har Mausam Aam’

New Delhi, 23rd May, 2014: The adorable and endearing Maaza couple is back with a new story of mango mania. The latest ad campaign of India’s favorite, most trusted and most exciting beverage drink Maaza, creates another charming story about mango-lovers. Brand ambassadors, Imran Khan and Parineeti Chopra, come together yet again in a quest to satiate Parineeti’s insatiable love for mango.

Speaking about the campaign, Neeraj Garg, Vice President, Juice business and SWA, Coca-Cola India and South West Asia, said, “Maaza’s success over the years can be attributed to the fact that the brand has consistently delivered on its promise – that of being the best mango experience in a bottle ! We have received phenomenal response from our consumers and it is showing in the brand metrics as well. With this new campaign, we continue to communicate this brand philosophy with the quirky interactions of the adorable Maaza pairing – Imran and Parineeti.”
He further added, “Their image and personality blends in perfectly with the brand equation of Maaza. I hope to see them take the brand to newer levels of success, reiterating our core message that the longing for mangoes has only one answer – Maaza.”

The new campaign sees the chemistry that the brand has been able to nurture between the two protagonists, Imran (aka Daaarling) and Parineeti (aka Sweetyheart), progress further. Both of them have become very popular characters in the brand communication, and their pairing sees another shade of quirky fun and effervescence in the communication.

Speaking about his association with Maaza, brand ambassador, Imran Khan, said, “It is always a pleasure to be associated with Maaza, a beverage which is the country’s most trusted and loved juice brand. It has been a wonderful experience. Also, I have to say, through my pairing with Parineeti, Maaza has been successful in giving the audiences a fresh, new, naughty and mango-licious Jodi. I had a great time shooting with her. We shared great chemistry which clearly reflects in the new Maaza campaign”.

He further added, “Also, being a big fan of mangoes, I am glad that I can bank upon the safest, great quality and the yummiest version of the real mango, Maaza, even in the non-mango season.”
While Parineeti Chopra expressed, “I am happy to be back playing the role of the effervescent ‘Sweertyheart’, deeply and crazily in love with mangoes. Almost a reflection of the real me, Sweertyheart is drawn to Maaza, the great tasting, refreshing and delightful mango indulgence which always lights up her mood even during a sad, dull moment. I have thoroughly enjoyed playing this role or rather myself in this fun campaign and hope this association continues for many years to come.”

As Maaza’s brand ambassador, Imran Khan and Parineeti Chopra will be associated with a range of consumer activation and marketing programs, helping build brand love and enhance the brand experience.

The new Maaza “Har Mausam Aam”, campaign has been conceptualized by Leo Burnett (Delhi) and directed by Jayant Rohtagi. 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.

Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi, says, “Maaza is truly the ‘Har Mausam Aam’ – The mango for all seasons. When you crave a mango, you can be sure that Maaza will hit the spot. And taking this thought forward was the most logical thing to do. We created yet another story about a mango fanatic played by Parineeti Chopra who does some crazy things for a mango during off-season. The cool guy, played by Imran, who witnesses this obsession, knows that the answer to her mango craving lies in a nice chilled bottle of Maaza. We believe the new campaign captures this thought in a fun, mischievous and quirky manner.”

Storyboard of the Ad

The ad starts with a dream sequence of Parineeti day-dreaming fondly about the mango season, a season that brings with itself an abundance of her favourite mangoes. When she snaps out of her day dream and gets back to reality she is shown sitting in the courtyard of a house where she excitedly tells Imran Khan about this contraption that she has built which she believes will serve as a time machine. Her plan is to cut short her wait and immediately satiate her love for mangoes by going straight to the next mango season using her home-made time machine. She starts the machine with much enthusiasm and energy, but unfortunately for her everything comes tumbling down as the contraption sparks, sputters and breaks apart. Parineeti, is at a loss for words with this failed experiment. Imran, as he inspects the messed up experiment teases her saying she’s performed a miracle and they have indeed come to the mango season. As he says this, he produces a Maaza bottle which happens to be the mango he is referring to. Parineeti grabs the bottle and as the delicious mango experience of Maaza works its magic, her eyes light up.The story ends with both Parineeti and Imraan enjoying Maaza like they always have.

About Coca-Cola in India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.

The company is on a clear march toward sustainable profitable growth, having registered 31 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and the Coca-Cola India system has already committed an investment of US$ 5 billion in its operations till 2020, starting 2012. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.
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