‘Har Mausam Love, Har Mausam Aam’
Ropes in leading Bollywood actors, Imran Khan and Parineeti Chopra to endorse the country’s best loved and most trusted beverage brand
New Delhi, 18th January, 2013 – Mango enthusiasts across the country can brace themselves for an extra dose of ‘Love’ this season by none other than the no.1 juice drink brand of the country – Maaza. All set to delight its consumers, Coca-Cola India is launching a fresh and exciting communication campaign for Maaza, starring popular Bollywood stars, Imran Khan and Parineeti Chopra, the new ambassadors for the brand. Setting the tone for the year, the campaign themed “Har Mausam Love, Har Mausam Aam” , adds a delightful twist of love to brand Maaza along with its enduring promise of mesmerizing, authentic experience of rich, juicy mangoes in every sip. Speaking about the campaign, Neeraj Garg, Vice President, Juice business and SWA, Coca-Cola India and South West Asia, said, “Over the years, Maaza, through its strong heritage and consistent communication campaigns has become synonymous with mangoes in the hearts and minds of consumers. Maaza offers real mango experience, only better, since it is available throughout the year, regardless of season. With the new campaign, we are scaling up the brand’s philosophy by bringing in the element of ‘Love’, to add an interesting and refreshing twist to Maaza’s promise of ‘Har Mausam Aam'”.
He further added, “This new philosophy will be endorsed by Maaza’s newly signed brand ambassadors, Imran Khan and Parineeti Chopra, who are young achievers with a refreshing new outlook to the world. They epitomize the young India – go getters, energetic, wanting to make a difference and sure of themselves and will therefore further strengthen Maaza’s brand equity and appeal and will help us take the brand to the next level”. Taking forward Maaza’s “Har Mausam Aam” theme which proved successful in 2012 (Maaza was a winner at the Effies last year), the brand is now adding a touch of love to its new campaign for 2013 by drawing a parallel between “love” and “mangoes”. Just as love knows no season, Maaza believes that love for mangoes should not be constrained by the mango season which comes only for 3 months in a year. Maaza’s promise is that it will offer its consumers authentic mango delight in a bottle all year round. It is this idea which is captured in Maaza’s new campaign of “Har Mausam Love, Har Mausam Aam” which will be brought to life by a series of engaging interactions between Imran and Parineeti.
Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi, says, “We have built the 2013 thematic campaign for brand Maaza, based on the analogy of love for mangoes. Just like love, one should be able to relish mangoes in every season and Maaza embodies just that. Maaza really is a mango experience available 365 days in a year”.
Speaking about this association with Maaza, newly appointed brand ambassador, Imran Khan, said, “I am delighted to be associated with Maaza, a beverage that I have grown up with and enjoyed on several occasions. I am a mango lover and totally relish the fruit and Maaza provides real mango experience.”
While Parineeti Chopra expressed, “I am extremely excited to be associated with Maaza. For me, Maaza has always been about simple yet unforgettable fun moments, with an undercurrent of innocent mischief and these are some traits which we both have in common.”
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 enrich the brand experience.
The new Maaza “Har Mausam Love, 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.
Storyboard of the Ad
Titled ‘Switty’ , the film is set in winters and it portrays Parineeti as a beautiful young girl who is crazy about mangoes. Even though there are countless boys in the neighbourhood eager for her attention, she coyly mentions that her heart will belong to the one who can get her mangoes even in off-season. Here’s where Imran scores over all others by satiating her love for mangoes with the all-season mango delight in a bottle – Maaza.
About Coca-Cola India
Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com