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Coca-Cola India has roped in Bollywood actors Varun Dhawan and Gulshan Grover for its latest ad campaign for Maaza, its mango drink. Also, the company has decided to revamp Maaza’s packaging and labelling.
Debabrata Mukherjee, Vice President-Marketing and Commercial, Coca-Cola India and South West Asia, said that the new Maaza visual identity has been designed to enhance the brand appeal and portray the true essence of the beverage. The new label will also have fun facts, like the fact that it is made of mango pulp instead of fruit concentrate and is made of hand-picked Alphonsos.
“We did extensive studies, creative development and testing for two years across the country before the launch of the new visual identity of Maaza. We changed the packaging which is in line with what the consumers’ desire, making it relevant to the youth of today. The focus of the design is to showcase the tempting nature of the fruit which no one can resist - which is also the essence of our brand,” he said, adding “The brand identity needs to create desire. There is a rational side to desire, too, this is the reason the new Maaza visual identity also brings to the fore our sustainability initiative-Project Unnati,” he added.
Project Unnati is the initiative through which Maaza has partnered with Jain Irrigation to help farmers adopt best farming practices to increase yield and quality of mangoes. The company said Maaza has been growing ahead of the juice category and it has been looking to further grow its distribution.
Mukherjee said the company is looking to scale up the distribution of its Rs 7 priced 100 ml-tetra-fino Maaza pack in collaboration with its bottling partners, which has been piloted in some regions. He said that out of every 100 transactions, 25 per cent come from the lower-priced packs, and as the distribution of these packs grow, their contribution to the total sales is expected to increase.
The company, which has piloted its Maaza Milky Delight in West Bengal and Punjab, is expected to pilot the products in new cities this summer.
Meanwhile, the new Maaza campaign with the theme, “ HarMausamAam, HarMausamLove”, starring Varun Dhawan and Gulshan Grover is set to hit airwaves on Saturday.
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