Maaza – India’s Largest Juice Drink Brand All Set To Enhance Its market leadership

Company News

New Delhi, March 29

Maaza, India’s largest selling fruit drink, having celebrated its 30th year of launch last year, today unveiled its new campaign for the summer of 2007, aptly called, “Taaza Mango Maaza Mango”. The latest campaign featuring the versatile actor Satish Shah, has been designed to connect with Maaza loyalists by bringing out the goodness and the quality of mangoes used in the juice drink’s formulation. As part of the new integrated marketing communication effort, a range of initiatives including mass media advertising and on ground initiatives including road shows and contests are being rolled out across all key markets. The brand campaign has been conceptualized by Sainath Saraban and Madhumita Deb of Leo Burnett and the ad film had been produced by Anirudhha Sen of Illusion Films

According to Davinder Singh, Director New Product Commercialization, Coca-Cola India, “Maaza’s appeal across consumer segments is reflected by the fact that it is India’s largest selling fruit drink brand. The aim of the new Taaza Mango Maaza Mango campaign is to convey to all the loyalists, the goodness and the quality of mangoes being part of its formulation, making it an extremely delicious and tasty drink that every mango lover would enjoy and cherish.”

Coca-Cola in India currently enjoys market leadership in the juice drink segment with brand Maaza. In-addition, the company in the southern states of Andhra Pradesh, Tamil Nadu and Karnataka has also launched Minute Maid Pulpy Orange, a naturally refreshing juice drink, offering an unmatched taste experience due to the presence of real “Orange Pulp”. With a larger juice drink portfolio, Coca-Cola in India is all set to extend its leadership in this fast growing segment.

According to Sainath Saraban, Executive Creative Director, Leo Burnett, Delhi “The real creative challenge to bring to life the “Taaza Mango Maaza Mango” campaign was to keep the focus on the brand and at the same time bring out the goodness and quality of mangoes used in its making. While doing so, care had to be taken to ensure that all the emotions of a Maaza loyalist too are captured in a very entertaining and engaging manner. “

For further details please contact

Reena Varghese:9910234004,Badrinath Jha:9871597712