New Delhi: Maaza, India's popular juice drink brand has 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, and the communication program has been designed to connect with Maaza loyalists.

Additionally, 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 by first week of March 2008.

KV Sridhar, Sainath Saraban and Madhumita Deb of Leo Burnett have conceptualised 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 for Marketing at 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."

The Mazaa brand was first launched over 30 years ago in 1976, and came under the Coca Cola banner in 1993. Coca-Cola in India currently enjoys market leadership in the juice drink segment, with brand Maaza. The company has added to its juice drink portfolio with the launch of Minute Maid Pulpy Orange, a naturally refreshing juice drink, offering an unmatched taste experience due to the presence of natural 'Orange Pulp'.

Commenting on the latest Maaza Campaign, KV Sridhar, National Creative Director, Leo Burnett, said "Bina Guthli Wala Aam is a simple yet powerful metaphor for Maaza. In a line it establishes Maaza as the most delicious mango drink in India and yet likens itself as being the closest you'll get to a real mango experience, minus the seed, of course."

Sainath Saraban, Executive Creative Director, Leo Burnett, adds "Bina Guthli Wala Aam' as an idea lends itself fabulously to 360 degree execution. And it also works across the length and breadth of India without losing any of its charm." 

Story Board of the ad
The new Maaza commercial opens with a mango expert played by Satish Shah admiring mangoes. On seeing a Kid, he tempts him by offering one of his favourite mangoes. The kid however shows no interest. As a proud mango exporter, Satish Shah tries his best to win praise from the kid for his stock of mangoes. However, the kid turns his world upside down by asking for the one mango the exporter doesn't possess - Bina Guthli Wala Aam (Seedless Mango).

What follows is a journey where Satish Shah searches every corner of the world. He finally finds the Bina Guthli Wala Aam, in the form of Maaza in his very own backyard.