With the coming of the festive season, Maaza, India’s favorite homegrown mango drink, has unveiled a new campaign, which shows the Company’s aim of inspiring socialization and bringing loved ones together.
Maaza aims to prove itself as the choice for families in moments of togetherness. The brand has brought together its ambassadors, legendary actor Amitabh Bachchan, and renowned actor and model Pooja Hegde.
Regarding the new campaign, Ajay Konale, Director of Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Earlier this year, we revealed Maaza’s new umbrella campaign around ‘Dildaari.’ This helped support Maaza as the ultimate mango experience in a unique way. Mango has a unique and distinctive role in India. As a genuine mango experience, Maaza wants to dial up this coming together of family and generations over the love of mangoes and sweeten the moments of togetherness. It is especially more applicable today than before as even family interactions have become transactional. We have collaborated with Mr. Amitabh Bachhan and Ms. Pooja Hegde to present the new Dildari positioning in early 2022. We will be continuing with these two stars who represent the values of our brand for the family and festivities campaign we are unveiling. We will also invest greatly across national and regional Television and Digital mediums to bring this concept of family togetherness over the indulgence of Maaza to our consumers.” He also says, “We are extremely humbled and thrilled to have Mr. Bachchan and Ms. Hegde’s continued collaboration with us to bring life to Maaza’s philosophy of ‘Dildaari’.”
The campaign film is conceptualized by Maaza’s creative partner Ogilvy. Commenting on the creative understanding behind the campaign, Sukesh Nayak, Chief Creative Officer of Ogilvy India says that in a fast-paced life, families seek time to spend together to bond with each other. Maaza, with its original mango flavor, is perfect for everyone in the family to forget everything and bond over the taste of juicy mangoes.
The film is directed by Shoojit Sircar, who brought life to this heartwarming story between a grandfather and granddaughter. He says that all of us would have missed these moments with our loved ones. The most admirable part would be when pooja and her grandfather try to play some tricks to bring the whole family together and fill the room with laughter.
This summer, the brand also unveiled its first-ever variant in the Indian market, Aam Panna. For decades, Maaza has revitalized its consumers in mind, body, and spirit by offering the greatest mango experience. The brand has played a crucial role in all moments of celebration and happiness of its consumers across the country, and throughout the year. This festive season, Maaza hopes to bring loved ones together to celebrate happy experiences and share moments that create ever-lasting bonds.
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