New Brand Ambassador for Maaza.
New ad campaign with Varun Dhawan and Gulshan Grover launched.
India’s most popular Mango drink “Maaza” has got a new brand ambassador in Varun Dhawan and a new visual identity. Continuing with the theme of “Har Mausam Aam, Har Mausam Love”, the new Maaza campaign starring Varun Dhawan and Gulshan Grover, adds a refreshing twist of ‘ACTION’ to the endearing story of mango mania.
Speaking about the campaign, Debabrata Mukherjee, Vice President-Marketing and Commercial, Coca-Cola India and South West Asia, said, “Consistent delivery on the superlative product quality and taste experience layered with fresh and engaging communication has been the secret to Maaza’s success over the last four decades. Our constant endeavor is to retain this secret formula by constantly refreshing the brand; while not losing sight of its strong heritage.
“One way to keep the brand contemporary and relevant is to ensure that we stay in touch with the times while drawing on the rich heritage of the brand. The current commercial represents that philosophy wherein Varun Dhawan who has strong youth connect and mass appeal, delivers the brand promise in an engaging manner. Built on the insight that there is always something theatrical and dramatic about things we love, this campaign adds a refreshing twist of action to Maaza’s promise of ‘Har Mausam Aam’”.
Speaking about this association with Maaza, newly appointed brand ambassador, Varun Dhawan, said, “Every Indian has had some or the other fun and memorable tryst with Maaza and I am no different. I remember how as a child I would look forward to the refreshing and delightful mango indulgence offered by Maaza as an incentive for not being naughty. And now, I get to contribute my bit to this classic brand’s journey to giving mango lovers a reason to smile all through the year. I couldn’t ask for more. This is an honour and I am looking forward to this association with Maaza, a very special brand which has been an integral part of my life”.
New Visual Identity
The new Maaza visual identity has been designed to enhance the brand and fruit appeal. Along with a revamped logo and tempting images of thick, juicy and delicious mango, the pack aims to convey the true essence of the beverage. It highlights the superior product credentials of the beverage which Indians have loved for 4 decades; re-assuring them about the unmatched and unaltered mango taste experience that only a Maaza can offer – clearly calling out the presence of mango pulp (as against concentrate) and the king of mangoes Alphonso. It also brings to fore the sustainability initiative- Project Unnati, undertaken by Maaza in partnership with Jain irrigation to facilitate higher growth and income for mango farmers and streamline supply chain and enhance productivity for Maaza and Minute Maid Mango.
“Maaza is a classic, proven, well trusted and loved brand. Hence our attempt is always to evolve it in keeping with the times, making it relevant to the youth of today. The focus of the design is to showcase the tempting nature of the fruit which no one can resist – which is also the true essence of our brand. The packaging design change that we are unveiling now is the result of months of creative development and testing, a journey that started more than 2 years back”, said Debabrata Mukherjee.