Coco Cola India launches a new campaign for Maaza fruit drink this summer pertinently called "Taaza Mango Maaza Mango". Its main focus is to convey to all the loyalists, the goodness and the quality of mangoes being part of its formulation, making it an extremely delicious and tasty drink that they relish. Company introduces ‘Minute Maid Pulpy Orange, fruit drink in Andhra Pradesh, Tamil Nadu and Karnataka.

Maaza, India's largest selling fruit drink, celebrated its 30^th year of launch last year, unveiled its new campaign for the summer of 2007, aptly called,  "Taaza Mango Maaza Mango". The latest campaign features the versatile actor Satish Shah, has been designed to connect with Maaza loyalists by bringing out the goodness and the quality of mangoes used in the juice drink's formulation. As part of the new integrated marketing communication effort, a range of initiatives including mass media advertising and on ground initiatives including road shows and contests are being rolled out across all key markets. 

Sainath Saraban and Madhumita Deb of Leo Burnett have conceptualized the brand campaign and Anirudhha Sen of Illusion Films had produced the ad film. According to Davinder Singh, Director New Product Commercialization, Coca-Cola India, the aim of the new Taaza Mango Maaza Mango campaign is to convey to all the loyalists, the goodness and the quality of mangoes being part of its formulation, making it an extremely delicious and tasty drink that every mango lover would enjoy and cherish. Sainath Saraban, Executive Creative Director, Leo Burnett, Delhi told that the real creative challenge to bring to life the "Taaza Mango Maaza Mango" campaign was to keep the focus on the brand and at the same time bring out the goodness and quality of mangoes used in its making. They were careful to ensure all the emotions of a Maaza loyalist too were captured in a very entertaining and engaging manner. 

Coca-Cola in India currently enjoys market leadership in the juice drink segment with brand Maaza. In-addition, the company in the southern states of Andhra Pradesh, Tamil Nadu and Karnataka has also launched Minute Maid Pulpy Orange, a naturally refreshing juice drink, offering an unmatched taste experience due to the presence of real "Orange Pulp".  

The new Maaza commercial revolves around a retired "No-Nonsense Uncle" (Satish Shah) who is obsessed with the mangoes in his garden and nothing in the world can make him part with them, not even the cute kid next door. But the overwhelming desire to drink Maaza, pushes the uncle (Satish) to offer the ripe juicy mangoes in exchange for the extremely delicious Maaza juice drink. All this interprets to "Sweet Revenge" for the kid.

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