Mango lovers across the country can now satisfy their tastebuds for mangoes throughout the year with a new variant of the juicy fruit, the new, Maaza.
Coca-Cola's non-aerated mango juice Maaza, India's biggest juice drink brand, sports the brand's latest campaign, 'Har Mausam Aam', signifying the availability of mango juicyness throughout the year.
Capitalising on mangoes being a favourite fruit with people across segments and age groups, the tagline pitches the juice brand as being the actual, delightful experience of tasting magoes even out of the mango season.
According to Andriy Avramenko, vice president, juice business, Coca-Cola India, ''Over the years, we all have relished different varieties of mangoes. But the latest campaign for Maaza has been designed to give all mango lovers the choice of enjoying the superlative taste experience of the delicious fruit throughout the year with new variety – Maaza, the 'Har mausam Aam'.
"This particular variety gives mango loyalists the freedom to gratify their mango craving anytime they want – with its consistent authentic seedless mango taste each and every time. The thought really is to strengthen brand Maaza's strong association with the mango in a very entertaining and engaging manner."
In addition to leveraging mass media advertising, the brand's integrated communication plan includes the roll out of a range of initiatives including out-of-home (OOH) media, point of sale merchandise and various on-the- ground initiatives across all key markets.