New Delhi, 2019:The new Sankranti and Pongal campaign of Maaza, one of the most loved brands in India, encourages consumers to rejoice the festivals while indulging in the richness of Maaza. The campaign, released in Tamil and Telugu languages features actor RakulPreet Singh,who is seen enjoying her ‘Me-Moments’ with Maazaamidst the festivities.
The TVC opens with the family members of the protagonist decorating the house for the festivities. The doorbell rings and the protagonistis seen entering the house exhausted post the festival shopping. While she gives gifts to her parents-in-law, her husband waits for his gift. She walks away with a teasing gesture as if saying ‘nothing for you’. She is exhausted and walks away to the bedroom and plonks herself on a couch. At that moment, Maaza in her bag catches her attention. As she takes a long indulgent sip, there is a sudden lift in her mood and a feeling of joy kicks in. The protagonist is seen enjoying the festivities with the family while indulging in the richness of Maaza.
Srideep Kesavan, Director- Juices at Coca-Cola India said, “Sankranti and Pongal are two of the most important harvest festivals and is celebrated in many parts of country under different names. As always, we wanted to make this Sankranti and Pongal special for mango and Maaza lovers with this very special campaign that celebrates indulgence for the woman of today among festivities.”
Amit Nandwani, Executive Creative Director, Leo Burnettsaid, “Maaza, being a rich Alphonso mango drink, offers an immersive experience like no other. That’s what we’ve tried to depict visually in our new Sankranti and Pongal campaign. Set to a peppy A.R. Rahman track, the film seeks to bring alive the indulgent mango experience in an endearing and entertaining manner.”
In its journey towards becoming a USD 1 billion home-grown mango juice brand by 2023, Maaza is transforming into a Master brand bringing in different variants of mango Indulgence for different moments. Launched in the 1970s, Maaza has an impressive heritage and has been the most loved mango juice beverage in the country for over 42 years now.
The campaign will be leveraged on different mediums which include TV, Digital, Cinema, Outdoors amongst others.
Watch the TVC here:
Sankranti – https://www.youtube.com/watch?v=pMDAx0T42MQ
Creative Team on the campaign:
· Agency: Leo Burnett
· Creative Team: Amit Nandwani, Murtaza Said, MukulUpadhyay
· Production House: RUFilms
· Director: Ravi Udyawar
- DOP: Ayanka Bose
- Post Production House: Sally’s Studio
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