New Delhi, Delhi, India:
Kicking off the Indian holiday season with innovative storytelling and creative conceptualization, Maaza, Coca-Cola India’s favorite local mango drink, has unveiled a new campaign, which resonates perfectly with the company’s goal to inspire people. social bonds and bring loved ones together.
With this new advertisement, Maaza aims to establish itself as the drink of the family’s choice in moments of conviviality. For the film, the brand again brought together its ambassadors – the legendary veteran actor Amitabh Bachchan, as well as the famous actress and model Pooja Hegde.
With over 200 million monthly drinkers spread across the country, the brand’s goal is to continue to be the most popular mango drink in the country, while contributing to the socio-economic empowerment of Indian farmers. Local brand Maaza is uniquely locally made, using local ingredients, in line with Coca-Cola India’s sustainable agriculture initiative – “Fruit Circular Economy”.
Announcing the launch of the new campaign, Ajay Konale, Marketing Director, Nutrition Category, Coca-Cola India and Southwest Asia said“Earlier this year, we unveiled Maaza’s new umbrella campaign around ‘Dildaari’, which helped to solidify Maaza as the ultimate mango experience in a distinctive way. Mango as a fruit has a unique and distinctive role in India. Whole families gather around mangoes. As an authentic mango experience, Maaza wants to compose this bringing together of families, generations around the love of mangoes and sweeten these moments of conviviality This is particularly more relevant today than before as even family interactions have become transactional.We have worked with Mr. Amitabh Bachhan and Ms. Pooja Hegde to introduce the new Dildari positioning in early 2022. We will continue with these two stars who embody our brand values for the family and holiday campaign we are unveiling.We will also invest significantly in television media national and regional digital platforms to bring that idea of family friendliness rather than Maaza indulgence to our consumers. We are extremely humbled and thrilled to have Mr. Bachchan and Ms. Hegde’s continued partnership with us in bringing Maaza’s philosophy of ‘Dildaari’ to life.
The heartwarming TVC depicts Amitabh Bachchan and Pooja Hegde playing the role of a grandfather and granddaughter duo, who can be seen enjoying a fun exchange of untold family stories over drinks ( or two) from Maaza. The film aims to show how fun times and conversations with family shine, happiness is enhanced when people come together and share their stories and create unbreakable bonds.
Pooja Hegde, Indian actress and star of the new Maaza campaignsaid, “Maaza holds a special place in my heart, and I am truly honored to be part of the brand’s journey this year. As we approach the festive season in India this year, Maaza’s new campaign evokes a special sense of solidarity between families, friends and loved ones I am delighted to be part of this beautiful film and privileged, once again, to have had the chance to work with my idol, Mr. Bachchan.
The campaign film was conceptualized by Maaza’s creative partner, Ogilvy. Commenting on the creative insight behind the campaign, Sukesh Nayak, Creative Director, Ogilvy India said, “In today’s busy life, families seek to spend time together to bond with each other. Maaza with its real mango flavor is the perfect temptation for all family members to forget everything and bond with the taste of juicy mangoes.
The movie was directed by Shoojit Sircar who gave life to this touching story between a grandfather and his granddaughter. He says, “Lately we’ve all been so busy that we’ve missed those key moments with our loved ones. What I enjoyed was when Mr. Bachchan as Pooja’s grandfather tries those little tricks to gather the whole family and talk, which fills the room with laughter.
The campaign film is the third in line for the brand’s “Dildaar Bana De” umbrella campaign, which beautifully captured the values of kindness and magnanimity and struck a chord with audiences earlier this year. This summer, the brand had also launched its very first variant in the Indian market – Aam Panna.
For decades, Maaza has refreshed the mind, body, and spirit of its consumers by delivering the ultimate mango experience. The legacy brand has played a central role in every moment of celebration, festivity and happiness for its consumers, across the country throughout the year. This festive season, Maaza hopes to bring loved ones together to celebrate happy occasions and share moments that create lasting bonds.
Link to the campaign film: Dil ki baatein der tak. #DildaarBanaDe
Coca-Cola in India is one of the leading beverage companies in the country, offering a range of healthy, safe, high quality and refreshing beverages to consumers. Since its re-emergence in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coke Without Sugar, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavored milk, Minute Maid juice line, Minute Maid Smoothie and Minute Maid Vitingo, Georgia line of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua water Conditioned drinking and Kinley Club Soda. The company, along with its own bottling operations and other bottling partners, through a strong network of more than 2.6 million retail outlets, touches the lives of millions of consumers, at a rate over 500 portions per second. Its brands are among the nation’s most preferred and best-selling beverages.
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to over 150,000 people. The Coca-Cola system in India contributes at its small scale to building sustainable communities through community initiatives under World Without Waste, Fruit Circular Economy, water stewardship, women empowerment and many more.
For more information on the company’s operations in India and its products, please visit: www.coca-colaindia.com and www.hccb.in
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