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,
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.
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