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Kicking off the Indian festive season with innovative storytelling and creative conceptualization, Maaza has unveiled a new campaign, aiming to establish itself as the beverage of choice of families in moments of togetherness. For the film, the brand has once again brought together its ambassadors - actors Amitabh Bachchan and Pooja Hegde.
Announcing the launch of the new campaign, Ajay Konale, Director Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Earlier this year, we unveiled Maaza’s new umbrella campaign around ‘Dildaari’. This helped reinforce Maaza as the ultimate mango experience in a distinctive way. Mango as a fruit has a unique and distinctive role in India. Whole families come together over mangoes. As an authentic mango experience, Maaza wants to dial up this coming together of families, generations over the love of mangoes and sweeten these moments of togetherness. This is especially more relevant today than before as even family interactions have become transactional. We have collaborated with Amitabh Bachhan and Pooja Hegde to introduce the new Dildari positioning in early 2022. We will be continuing with these two stars who embody the values of our brand for the family and festivities campaign that we are unveiling. We will also invest significantly across national and regional Television and Digital mediums to bring this idea of family togetherness over the indulgence of Maaza to our consumers.”
The TVC depicts Bachchan and Hegde playing the role of a grandfather and granddaughter duo, who can be seen enjoying a fun exchange of untold family stories over a glass (or two) of Maaza. The film aims to showcase how fun moments and conversations with the family shine bright, the happiness is enhanced when people come together and share their stories and create unbreakable bonds.
Hegde said, “Maaza holds a special place in my heart, and I am truly humbled to be a continuous 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 feeling of togetherness amongst families, friends, and loved ones. I am overjoyed to be a part of this beautiful film, and privileged, once again, to have had the chance to work with my idol Mr. Bachchan.”
The campaign film has been conceptualized by Maaza’s creative partner Ogilvy. Commenting on the creative insight behind the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India says, “In today’s fast-paced life, families seek some time to spend together to bond with each other. Maaza with its real mango flavour is the perfect temptation for everyone in the family to forget everything and bond over the taste of juicy mangoes.”
The film has been directed by Shoojit Sircar who brought to life this heartwarming story between a grandfather and granddaughter. He says, “Lately we all have been so busy that we have been missing these key moments with our near and dear ones. What I enjoyed was the bit where Mr. Bachchan as Pooja’s grandfather tries these little tricks to bring the whole family together and talk which fills the room up in laughter.”