Indiantelevision.com Team

(29 March 2007 9:00 pm)

MUMBAI: Coca-Cola's mango based drink Maaza has unveiled its latest campaign for the summer titled, "Taaza Mango Maaza Mango." The integrated marketing communication effort will include a range of initiatives including mass media advertising and on ground initiatives including road shows and contests are being rolled out across all key markets, in much the same manner as what is being done for the other beverages.

The Maaza commercial which features actor Satish Shah revolves around a retired "No-Nonsense Uncle" who is obsessed with the mangoes in his garden and nothing in the world can make him part with them, not even the cute kid next door. But the overwhelming desire to drink Maaza, pushes the Uncle (Satish) to offer the ripe juicy mangoes in exchange for the extremely delicious Maaza juice drink. All this translating into a "Sweet Revenge" for the kid, informs an official release.

Conceptualized by Sainath Saraban and Madhumita Deb of Leo Burnett and the ad film has been produced by Anirudhha Sen of Illusion Films.

Saraban said, "The real creative challenge to bring to life the "Taaza Mango Maaza Mango" campaign was to keep the focus on the brand and at the same time bring out the goodness and quality of mangoes used in its making. While doing so, care had to be taken to ensure that all the emotions of a Maaza loyalist too are captured in a very entertaining and engaging manner. "

Maaza was first launched over 30 years back in the year 1976 and was included into the Coca-Cola portfolio in the year 1993.