Maaza, Coca-Cola India’s homegrown mango drink has recently launched its premium segment with Mango Lassi in a new campaign “Rush Nahi, Sip Karo” featuring Ananya Panday. Mango Lassi takes centre stage as a harmonious fusion of yogurt and mango, spotlighting Maaza’s delightful attributes and emphasizing on the brand’s commitment to real mango indulgence.
Since its inception in 1976, Maaza’s journey has become intricately woven into India’s cultural tapestry, delivering the exquisite essence of Alphonso mangoes with an unrivalled passion that resonates in every sip, celebrating the nation’s profound love for this golden fruit.
Conceptualized by T&P (as a part of OpenX from WPP), the new TVC featuring Ananya Panday conveys “Rush Nahi, Sip Karo” to the audience, a message that perfectly encapsulates the essence of Maaza Magic’s core product proposition. The idea behind the campaign is to encourage consumers to take their time and savour the delicious taste of Maaza Mango Lassi at their preferred leisure.
In the TVC, Ananya Panday can be observed delighting in Mango Lassi, presenting a captivating experience that proves to be simply too tempting to resist. Her expressions seamlessly transition from intrigue to pure delight, embodying the essence of getting lost in the indulgent and immersive world that Maaza’s Mango Lassi offers.
Announcing the launch of the new variant, Ajay Konale, Senior Director Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Maaza is a homegrown legacy brand and has been cherished by Indians for decades across generations. With the launch of Maaza Mango Lassi, we aspire to revive nostalgic memories of traditional flavours fused with a contemporary twist. We are delighted to have Ananya Panday on board as our brand ambassador, whose vibrant and dynamic persona aligns perfectly with Maaza’s brand ethos.”
Ananya Panday, Indian actress & ambassador of Maaza Magic, said, “I am absolutely thrilled to come on board as the brand ambassador of Maaza Magic. Mangoes are intrinsic to our cultural heritage and childhood reminiscences. From my earliest recollections, Maaza has always been synonymous with mangoes. It’s a privilege to be associated with a legacy that has been part of every Indian’s life, enabling me to relive those treasured childhood moments.”
The brand has adopted a 360-degree marketing approach to amplify the new campaign, consisting of digital broadcasting.
Anchored in a resolute commitment to sustainability, Maaza is produced locally, harnessing native ingredients as a vital component of Coca-Cola’s pioneering “Fruit Circular Economy” initiative. Since 2011, it has also been contributing significantly towards enhancing the socio-economic development of Indian farmers, with initiatives such as the ‘Project Unnati Mango’ in Andhra Pradesh and ‘Project Unnati Aamrit’ in Bhubaneswar.