Maaza - Indias Largest Selling Juice Drink Brand All Set To Enhance Its Market Leadership

Launches Bina Guthli Wala Aam Integrated Communication Initiative for the summer of 2008

Innovative communication designed to position Maaza as a one of a kind 'Bina Guthli Wala Aam' (i.e. Seedless Mango)
Like last year, the new Sprite Brand campaign also features the versatile actor Satish Shah- communication designed to connect with Maaza loyalists
New brand communication program includes airing an entertaining TV commercial, conceptualized by KV Sridhar, Sainath Saraban & Madhumita Deb of Leo Burnett and produced by Anirudhha Sen of Illusion Films
Integrated communication plan to also include roll out of a range of on the ground initiatives & contests across all key markets

Hyderabad, 12th February, 2008: Maaza, India's largest selling juice drink brand, today unveiled an innovative communication initiative for 2008 aptly called 'Bina Guthli Wala Aam' (i.e. Seedless Mango). The integrated communication initiative features the versatile actor Satish Shah. The communication program has been designed to connect with Maaza loyalists. In-addition, the communication objective is also to create a potential differentiator in the consumer's mind by positioning Maaza as a one of a kind 'Bina Guthli Wala Aam'. The strategic campaign will roll out, full steam by first week of March, 2008. KV Sridhar, Sainath Saraban and Madhumita Deb of Leo Burnett have conceptualized the integrated communication campaign which includes mass media advertising, produced by Anirudhha Sen of Illusion Films. As part of the new 360 degree communication effort, a range of initiatives including on ground initiatives and contests would also be rolled out across all key markets.

According to Venkatesh Kini, Vice President, Marketing, Coca-Cola India, "Maaza's appeal across consumer segments has made it India's largest selling juice drink brand. Over the years, we all have savored different varieties of mangoes. But this summer, Maaza's new campaign has been designed to leave all mango lovers thirsty for a new variety of mango - Bina Guthli Wala Aam. The whole idea is very simple and inherent to the brand. The thought really is to strengthen brand Maaza's strong association with the Mango fruit in a very entertaining and engaging manner.

Coca-Cola India's Leadership in the Juice Drink Segment

Coca-Cola in India currently enjoys market leadership in the juice drink segment with brand Maaza. In-addition, the company has also launched Minute Maid Pulpy Orange, a naturally refreshing juice drink, offering an unmatched taste experience due to the presence of natural 'Orange Pulp'. With a larger juice drink portfolio and by launching a fresh new communication campaign, Coca-Cola in India is all set to extend its leadership in the juice drink segment.

Commenting on the latest Maaza Campaign, KV Sridhar, National Creative Director, Leo Burnett, said "Bina Guthli Wala Aam is a simple yet powerful metaphor for Maaza. In a line it establishes Maaza as the most delicious mango drink in India and yet likens itself as being the closest you'll get to a real mango experience, minus the seed, of course."

Sainath Saraban, Executive Creative Director, Leo Burnett, adds "Bina Guthli Wala Aam' as an idea lends itself fabulously to 360 degree execution. And it also works across the length and breadth of India without losing any of its charm."

Story Board of the ad

The new Maaza commercial opens with a mango expert played by Satish Shah admiring mangoes. On seeing a Kid, he tempts him by offering one of his favorite mangoes. The kid however shows no interest. As a proud mango exporter, Satish Shah tries his best to win praise from the kid for his stock of mangoes. However, the kid turns his world upside down by asking for the one mango the exporter doesn't possess - Bina Guthli Wala Aam (Seedless Mango). What follows is an epic journey where Satish Shah searches every corner of the world. He finally finds the Bina Guthli Wala Aam, in the form of Maaza in his very own backyard.

About Coca-Cola India

Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors. In-addition the company's business operations also engage approximately 1,50,000 people in India.

Integral PR