Maaza says slow down with new campaign

With the summers coming up, Coca-Cola India has launched a new campaign for its juice drink brand Maaza, asking users to slow down and enjoy the mango drink in leisure. 

Targeted towards the youth, who are always in a rush, the ad campaign begins on a busy street corner with a young guy walking quickly until he spots a Maaza Visicooler. As he picks a Maaza out of the cooler, a LazyBoy suddenly appears, a jazz band walks into the frame, and the guy is shown savouring every sip of Maaza, lost in its taste. The film ends with a voice over Maaza, ''Jaldi kya hai?'' (Maaza, What's the Hurry?).

The communication has been conceptualised by Sainath Saraban, executive creative director, Leo Burnett and directed by Koushik Sarkar of Apostrophe Films. 

Sainath Saraban, executive creative director, Leo Burnett, New Delhi, says, ''When it comes to savouring a fruit, a mango is the one you'd never rush. Similarly, you never rush a Maaza. Maaza has always been about relishing the delicious mango taste from first sip to the last. Our new campaign is all about asking you to slow down a bit and take the time to enjoy every sip as if it was a precious moment in your life. Jaldi kya hai?'' 

For the campaign, Coca-Cola will use both mass media advertising and other media like out-of-home, point of sale merchandise and on-the-ground initiatives across all its key markets.

''The thought really is to strengthen brand Maaza's strong association with mango in a very entertaining and engaging manner,'' said Andriy Avramenko, vice president - juice business, Coca-Cola India.