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| Mazaa to enhance market leadership | | | Early Times Reporter
Jammu | Feb 12
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.
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