‘No seed’ Maaza readies for the summer

Coca-Cola stresses on the true experience of drinking orange juice along with the fruit’s pulp in its new communication for Minute Maid. But in the new communication for its mango drink, Maaza, the company talks about the experience of tasting a mango, but without its seed.

Mazaa has been positioned as a ‘Bina Gutli Wala Aam’ (seedless mango) in the advertising initiative for this summer. The idea will be adapted in various media such as print, outdoor and onground activities.

According to Venkatesh Kini, vice-president, marketing, Coca-Cola India, “Maaza’s appeal across consumer segments has made it India’s largest selling juice drink brand. Over the years, we all have savoured different varieties of mangoes. But this summer, Maaza’s new campaign has been designed to leave all mango lovers thirsty for a new variety of mango, the ‘Bina Gutli Wala Aam’. The whole idea is very simple and inherent to the brand. The thought really is to strengthen brand Maaza’s strong association with the mango in a very entertaining and engaging manner.”

With the ‘Bina Gutli Wala Aam’ premise, Maaza is attempting to project itself as a differentiator in the category. Shah has been endorsing Maaza for a while now. He has played various roles in the communication for the brand.

Sainath Saraban, executive creative director, Leo Burnett, says, “The idea was to create a metaphor for the fruit and experience the fruit with a whole new positioning.” He adds that the commercial will lend itself well to translation and transcreation in various languages and media.

The commercial was conceptualised by KV Sridhar (Pops), national creative director, Sainath Saraban, executive creative director, and Madhumita Deb, creative director, of Leo Burnett. It was produced by Anirudhha Sen of Illusion Films.