Maaza introduces Aam Panna variant, launches new campaign with Amitabh Bachchan and Pooja Hegde
Chandigarh, (Gurpreet) : Kick-starting the summer season in India, Coca-Cola has announced the launch of Maaza’s new flavor – Aam Panna, at the back of extensive market testing and in-house innovation. Further expanding the homegrown beverage brand’s portfolio, the Company aims to refresh its consumers this summer with a new beverage, most suited to the Indian palettes, made with real green mangoes and delicious Indian masalas.
With the launch of this new flavour and as an extension to the brand’s recent campaign ‘Dildaar Bana De’, Maaza also unveiled a new TVC for Aam Panna with legendary veteran actor Amitabh Bachchan, along with renowned actress and model Pooja Hegde. Conceptualized by McCann World Group, this campaign is a continuum of the brand’s philosophy of ‘Dildaari’, and beautifully depicts the values of kindness and generosity. The brand has adopted a 360-degree marketing approach to amplify the new campaign, consisting of TV and digital broadcasting.
Announcing the launch of the new variant and its campaign, Ajay Konale, Director Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Maaza our heritage brand has indulged Indian consumers in the authentic pleasure of delicious real mangoes. Currently, Maaza is one of the leading brands in the overall beverage category for Coca-Cola India. This new variant of Maaza, Aam Panna, is uniquely Indian too. It offers an unparalleled taste of authentic raw green mangoes, made tastier with delicious Indian spices. With the launch of Maaza’s new ‘Aam Panna’ variant, the Coca-Cola Company aims to further strengthen its commitment to Indian farmers, while also boosting the demand by five times for homegrown raw mangoes.