MUMBAI: Maaza has launched a brand campaign, ‘Har Mausam Aam’, to take ahead the thought and positioning of the brand as a ‘Mango’ that is available throughout the year regardless of seasons.

The campaign has been conceptualised by Leo Burnett. It has been designed to reinforce the fact that Maaza offers a real mango experience being available throughout the year.

Coca-Cola India VP- juice business Andriy Avramenko said, “The latest campaign for Maaza has been designed to give all mango lovers the choice of enjoying the superlative taste experience of the delicious fruit all throughout the year with new variety – Maaza, the ‘Har mausam Aam’. This particular variety gives mango loyalists the freedom to gratify their mango craving anytime they want – with its consistent authentic seedless mango taste each and every time. The thought is to strengthen brand Maaza’s strong association with the mango in a very entertaining and engaging manner.”

Leo Burnett New Delhi ECD Sainath Saraban said, “Our new campaign is all about Maaza being the mango equivalent whatever the season may be, and since it is made with great care using the choicest mangoes, it gives you the best mango experience every time, all through the year. Hence the line, ‘Har Mausam Aam’, is the central theme of our campaign.”

The integrated communication plan for the campaign includes roll out of a range of initiatives including out-of-home (OOH) media, point of sale merchandise and on-the-ground initiatives across all key markets.