Coca-Cola India has launched its new campaign, ‘Aam ki pyaas’ for its mango-based variant Maaza.
The television campaign was conceptualised by Leo Burnett’s Sainath Saraban and produced by Rajesh Krishnan of Soda Films.
The TVC shows a character who is obsessed with mangoes. Feeling betrayed by his mango tree because it doesn’t give him his favourite fruits off season, he repeatedly calls fruit vendors late at night. Then one day his son introduces him to Maaza, who after having it says, ‘Maaza lao aam ki pyaas bujhao’.
Coca-Cola India director-marketing Avinash Pant said, “The latest communication aims to take the mango connect with Maaza to the next level by positioning it as the ultimate (and only) way to quench the thirst for mangoes- ‘Maaza lao aam ki pyaas bujhao’.”
The product will also be promoted through out-of-home (OOH), point of sale merchandise and on-ground initiatives across key markets.