Maaza’s Latest Har Mausam Aam Ad Creates A Buzz With #AamDiwana

Coca Cola's mango drink, Maaza has launched its latest ad themed around the brand position 'har mausam aam', and created social media buzz with a hashtag trending campaign for it

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It’s that time of the year when summers give way to cold days and colder nights. Days are marked with a soft drizzle that sometimes turns into a thunderstorm. Soon the country will experience intermittent showers throughout the day, and its people will wish to stay indoors. The onset of monsoons also signals the end of the mango season in India. So, what better time than now to launch your mango drink, when most of the cola ads have been done with in the summer?

Maaza, the mango drink from Coca Cola India has launched its latest commercial, being true to the brand’s positioning around ‘Har mausam aam’. Last year, the brand chose the cold wintry month of January for its themed launch. This year, right at the onset of monsoons, brand ambassadors, Parineeti Chopra and Imran Khan come together again in the new ad telling us that mangoes are for all seasons.

The TVC conceptualized by Leo Burnett begins with a day-dreaming Parineeti saying ‘I love you’ to a lot of mangoes. The ever mango crazy Parineeti then hatches up a plan and is seen building some kind of machine that will take her to the mango season. Excitedly, she shares about the machine with Imran while she turns it on. The excitement fizzles out as the machine breaks apart and she is now sulking. Then Imran, in his characteristic style, consoles her with a bottle of Maaza, telling her that she has indeed reached the mango season.

Prior to the TVC launch, the beverage brand created a social buzz around  love for mangoes. Yesterday, it ran the #AamDiwana contest for all mangaholics on Twitter that also got the hashtag to trend in the top 10 India Twitter trends. Users needed to follow the brand’s Twitter handle and add the campaign hashtag in their responses to be eligible. The user with maximum tweets won exclusive Maaza hampers.

The brand’s Facebook page invited fans to join the contest on Twitter.

Not that ‘maaza-licious’ on social!

Apparently, the brand is enjoying its bigger share compared to PepsiCo’s Slice and Parle Agro’s Frooti in the mango drink market. As per last year’s independent industry estimates reported by ET, Maaza had a 37% market share followed by Slice at 22% and Frooti at 13%. Besides, the overall marketing mix seems to be working well for the trusted brand that has been around since 1976, and part of Coca Cola since 1993. In the 2012 edition of Brand Equity’s Most Trusted Brands, Maaza was the only beverage brand in the Top 10 list, leaving the cola  brands worried.

However, this might change with the other players getting aggressive on the advertising and marketing front. Slice taking pure mango pleasure to an altogether different plane with a seductive Katrina hosting a ‘Slice Svayaamvar’ and Frooti featuring SRK in a lost playful mood, has managed to bring both brands into focus for the mangoholic Indian consumer. Comparably, Maaza could have done more than a hashtag trending campaign on Twitter, given that there is so much scope with the lead protagonists of the ‘har mausam aam’ position being young actors and also social savvy. 

Hoping there is a ‘maaza-licious’ treat on social media soon.