Maaza has recently launched an innovative communication initiative for 2009 aptly called Aam ki Pyaas (i.e. Thirst for Mangoes).
This new communication programme has been designed to position Maaza as the best and the only way to satisfy the thirst of Mango lovers who have an ultimate desire to have Mango, anywhere and anytime, best captured by the tagline, Maaza Lao Aam ki Pyaas Bujhao (i.e. Quench your thirst for Mangoes by Maaza).
This initiative aims to connect with both young and old consumers across India who have strong urge to have their favorite fruit, Mango- the national passion of India.
Avinash Pant, Director- Marketing, Coca-Cola India, "Maazas appeal across consumer segments has made it Indias largest selling juice drink brand. The latest communication aims to take the Mangos connect with Maaza to the next level by positioning it as the ultimate (and only) way to quench the thirst for Mangoes Maaza Lao Aam Ki Pyaas Bujhao."
With a larger juice drink portfolio and by launching a fresh communication for Maaza, Coca-Cola in India is all set to extend its leadership in the juice drink segment.
Sainath Saraban of Leo Burnett has conceptualised the latest communication Maaza Lao Aam Ki Pyaas Bujhao and is produced by Rajesh Krishnan of Soda Films. In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, point of sale merchandise and on- the- ground initiatives across all key markets.
|
