A new television commercial released two weeks ago showed everyday people celebrating their small wins with a drink. There were no visuals of celebrities languorously enjoying the juice flowing out of the golden-hued bottles, only a perfunctory shot of the fruit right at the end — things that are the leitmotif of all fruit-drink brand advertising.
It is an ad campaign by Coca-Cola’s Maaza, the newest entrant into the billion dollar club, which for the better part of its five-decade existence has reveled in offering har mausam aam.
The changes in Maaza’s communication have been subtle but are emblematic of the brands’ need to retain its nostalgic charm while evolving with the times.
“For Indians, Maaza means ‘Mango in a Bottle.’ The campaign aims to elevate Maaza to a treat,” says Sukesh Nayak, chief creative officer, Ogilvy India, the agency behind the campaign. “We picked small but relatable wins: a young man making his first gol roti, getting the cover to the queen in a game of carrom, or topping your own best score.”
What makes this mango-based drink such a powerhouse, commanding around 40% of India’s `18,750-crore mango-based drinks market? The answer lies in clever brand positioning and deep understanding of the cultural code surrounding mangoes in India. “I prescribe a code to soft drinks — they must uplift your mood. Maaza understood this and wove it seamlessly into its journey,” says KV Sridhar, global chief creative officer at Hypercollective and Nihilent, whose association with the brand spans over two decades.
All successful Maaza campaigns have tapped into the idea of a ‘Bina Gutli Vala Aam’ — a mango without the hassle of a seed. “Maaza positions itself as the ‘next best thing to a real mango,’” says Sridhar. This connection is reinforced through evolving taglines like “Taaza Mango, Maaza Mango,” “Yaari Dosti, Taaza Maaza,” and “Aam Ka Maaza, Dil Ki Baatein”, which capture the essence of freshness and emotional bonding. “The brand amplifies this through social media campaigns, eye-catching packaging, and celebrity endorsements ranging from Amitabh Bachchan to Pooja Hegde,” says Nitika Sharma, assistant professor, Marketing at IMI New Delhi.
Breaking free
Cold beverages in India see a spike in sales during the summer months. Maaza defied this by leveraging India’s perennial love for mangoes. “Because the fruit is widely available only for a limited period, Maaza acts as a surrogate that enables people to enjoy something that is closest to the real thing throughout the year,” says Samit Sinha, founder, Alchemist Brand Consulting.
This shift was supported by innovative packaging and Coca-Cola’s strong distribution network. “Smaller, on-the-go packs encouraged frequent consumption, while consistent advertising reinforced Maaza as a drink for all occasions,” explains Yasin Hamidani, director at Media Care Brand Solutions.
That apart, its “Har Mausam Aam” campaign ensures relevance across months. By making mangoes a year-round indulgence, Maaza broke the seasonal cycle that governs the fruit-based juice market in India. Mango-based drinks command about 75% of the `25,000-crore organised packaged juice market and are growing at 9-10% year on year. Parle Agro’s Frooti at 28% and PepsiCo’s Slice at 23% have given Maaza a run for its money with both high-decibel advertising and distribution push.
Despite its sweet success, Maaza hasn’t been without its challenges. The brand faces competition from both local and international players, and the journey to victory hasn’t been entirely smooth. “Price fluctuations in mango pulp, a key ingredient, have impacted production costs,” says Chandan Sharma, general manager of digital media at Adani Group. Additionally, the rise of health-conscious consumers opting for natural juices and sugar-free drinks presents another hurdle.
The rise of start-ups offering fresh and organic fruit drinks — like Paperboat — could impact Maaza’s market share. “To stay ahead, Maaza needs to innovate with healthier variants, expand globally, and continue to foster strong brand loyalty,” sums up Sharma.