Last week was a milestone for Maaza, as The Coca-Cola Company announced it as India’s third billion-dollar brand in terms of annual sales for 2024. The mango fruit-based drink joins Sprite (2022) and Thums Up (2021) in this elite category.
Breaking the Norms: Maaza’s Refreshing Take on Advertising
Coincidentally or not, Maaza unveiled an 80-second ad that diverges from the usual tropes seen in mango drink commercials. Gone are the slow-motion shots of oozing mango pulp, the celebrity endorsements, and the exaggerated love for the fruit—common elements in campaigns by competitors like PepsiCo’s Slice and Parle Agro’s Frooti.
Celebrating Small Wins, One Sip at a Time
Conceptualized by Open X, the campaign positions Maaza as the ultimate drink for celebrating life’s small victories. Whether it’s whistling successfully, winning a carrom match, or rolling a perfectly round roti—every achievement, big or small, is worthy of a Maaza moment.
A Shift in Strategy: Moving Beyond Celebrities
Last year’s Maaza campaign featured Amitabh Bachchan and Pooja Hegde, with a significant focus on pouring the drink. However, after discussions between Maaza’s brand managers and Ogilvy, they decided to take a fresh approach. The goal? Elevate Maaza beyond just a treat and position it as an integral part of everyday celebrations.
Prioritizing Concept Over Celebrity Endorsements
Unlike competitors Slice and Frooti, which feature big names like Kiara Advani, Nayanthara, Alia Bhatt, and Ram Charan, Maaza has opted for a story-first approach. Chief Creative Officer Sukesh Nayak calls this decision “brave” but clarifies that celebrities and influencers will still be used at key points to support the idea, rather than lead it.
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A Fresh Jingle Instead of a Classic Remix
Instead of remixing an old song or using a popular track, the team at Ogilvy and production house Hungry Films crafted an original jingle to reinforce the campaign’s message. Inspired by the melodies of 1970s and 1980s films like Chashme Buddoor and Angoor, the music was designed to evoke a sense of celebration and nostalgia.
Adapting to the IPL & Summer Ad Landscape
With summer and the Indian Premier League (IPL) being peak advertising seasons, one might assume the campaign was designed to accommodate short ad slots. However, according to Nayak, this was not a driving factor. The team wrote hundreds of short stories to create a montage-style ad, and the ability to repurpose them into shorter standalone pieces was purely coincidental.
Conclusion
Maaza’s latest campaign marks a bold shift in its branding strategy, moving beyond traditional mango drink advertisements filled with indulgent visuals and celebrity endorsements. By celebrating life’s small wins, the brand aims to become more than just a seasonal treat—positioning itself as an everyday companion for joyful moments. The decision to prioritize storytelling over star power, coupled with an original jingle inspired by classic cinema, sets Maaza apart in a crowded market. As it joins India’s billion-dollar beverage club, this refreshing campaign reinforces the idea that happiness isn’t just in grand achievements but in life’s simplest victories.
