The summer of 2011 is here and the new-age Indian consumer has got a bit more health-conscious. What more could juice-based drink brands ask for?

To have a bigger slice of the estimated Rs 2,698-crore market growing at 25 per cent, Coca-Cola India has unveiled the summer campaign for its mango drink, Maaza.

The campaign proposes that Maaza is a drink that one should take time to relish rather than gulp down in a jiffy like any other bottled drink. So the tagline goes, "Jaldi kya hai?".

This piece of communication is interesting because it is a clear break from the brand's advertising strategy for the past three years or so that has sought to push the drink as a substitute for a mango.

In 2008, for example, the company had touted Maaza as 'Bina Gutli Wala Aam' (seedless mango) and in 2009, it said, "Maaza Lao Aam Ki Pyaas Bujhao".

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The latest commercial opens against the backdrop of life in a buzzing office area. As a young man takes strident steps towards his office, he spots a Maaza visicooler.

He stops right there and takes out a bottle of Maaza and begins drinking, enjoying every sip of the bottled drink, oblivious of the frenetic activity around him.

The film ends with the voiceover, "Maaza, Jaldi kya hai?" (What's the hurry?)

In a sense, the ad drives home the point that the best way to relish Maaza is to savour every sip of it.

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Ajay Bhatija, senior manager (juices), Coca-Cola India, says, "While we continue to build on the mango equity of Maaza, we've infused a lot of youthful imagery this time. Fresh mangoes are available for only three months every year in the market, while Maaza reaches out to its loyal consumers throughout the year via our strong distribution channel."

Sainath Saraban, executive creative director, Leo Burnett, who has worked on the ad film, says, "When it comes to savouring a fruit, a mango is the one you would never rush.

Similarly, you never rush a Maaza. Maaza has always been about relishing the delicious mango taste from first sip to the last."

The TVC is directed by Koushik Sarkar of Apostrophe Films, and it will run for the rest of the year.

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In addition to leveraging mass media advertising, the company has an integrated communication plan ranging from point-of-sale merchandise to on-ground initiatives.

"Next on the cards are innovative 3D outdoors with special 3D prints in the metros, an extensive retail activation drive in key markets and live experiential outdoors in a few markets. To cite an example, all of us spent a bit of our time on social networking websites like Facebook or hanging around malls and multiplexes. We want to remind our consumers about Maaza at every given opportunity," says Bhatija.

For the records, in the mango drinks market, Maaza (15 per cent) is neck to neck with PepsiCo's Slice, while Parle Agro's Frooti tops the chart with 65 per cent share.

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