Indulgent colourways and refresh packaging portray the rich immersive experience of real mango
New Delhi, March 2019: Keeping up with the changing times and staying true to its commitment of being a consumer-centric company,
Srideep Kesavan, Director – Juices at
Pam Partridge, Design Director at Taxi Studio, said, “During our trip to India to meet the
Indulgent colourways have been introduced to portray the rich immersive experience of real mango and evoke the look and feel of an Indian sunset. The refreshed design allows for the brand to proudly take ownership of Alphonso mangoes by denoting the distinct mango shape through a clever blend of graphic mango illustration and the mango juice itself – reinforcing the idea that ‘Maaza is mango’. The bottle’s mango juice drip and much-loved mango leaves have been brought to life through a realistic illustration style and the back of pack story-telling further secures the brand’s new positioning of ‘innocent indulgence’.
The introduction of the premium Maaza Gold variant – a smoother, thicker juice, differentiates the master-brand identity from the core range. The Maaza Gold variant offers premium-ness and indulgence in every sip which has been translated in its visual appeal too. Maaza continues to demonstrate how the brand enables moments of ‘innocent indulgence’, in consumer’s everyday lives with a variety of delicious serving suggestions to choose from on the back of pack.
The revamped Maaza bottles and tetra packs will be available in markets from March 2019 making the brand more relevant and strengthening its position as the most loved mango drink in India. The campaign will be supported by a new advertisement in Hindi and vernacular languages featuring Aditi Rao Hydari and Rakul Preet Singh. The actresses are seen grooving to the track by A.R Rahman while taking indulgent sips of Maaza from the revamped bottles.
You can view the new TVC
Coca-Cola India is one of the leading total beverage companies in the country, offering a range of healthy, safe, high quality, and refreshing beverages to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its ‘Beverages for Life’ portfolio, spanning across sparkling, juices, hydration, water, dairy and other segments. Its portfolio includes brands such as
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. Through initiatives like Support My School, VEER, Parivartan, Unnati, Alag Karo, SMS Mission Recycling, and water replenishment structures,
For further information on the company's India operations and its products, please visit: www.coca-colaindia.com and www.hindustancoca-cola.com. Follow us on Twitter, Instagram, Facebook and LinkedIn.
About Taxi Studio
We’re Taxi Studio, a proudly independent Brand Design Agency with a fervent belief that Courage and Collaboration deliver true success. We call this Fearless Creativity. And it drives everything we do.
True success happens when you create work that’s original, true to the brand it comes from and surpasses its commercial objectives. It’s not easy. And it takes both guts and insight, which is why courage and collaboration mean so much to us.
In a cluttered and hyper-competitive world, brands need to be brave to survive and flourish. So that means doing something radical just because it’s different? No. But it does mean never settling for ‘ordinary’, and never being afraid to challenge ourselves as well as our clients to ensure that ‘normal’ never happens. In our experience, it’s the only way to make the unimaginable obtainable for brands.
Our goal is to find the best way to bring your brand to life. So to achieve something truly special, our approach is to take every step of that journey together. We’re driven by what’s right for your brand. And our ideas emerge from a rigorous understanding of what makes your brand unique.
We’re all about uplift at Taxi, and there’s nothing more uplifting than seeing targets trounced knowing you had fun along the way. The bottom line is we’re in business to give our clients the edge over their competitors. And we’ve proved time and again that the most effective means of achieving that is through fearless creativity. Or, as the SAS rather more succinctly put it: Who dares, wins.