Company Name –Maaza
Founder –Ramesh J Chauhan
Manufactured from The Coca-Cola Company, Maaza is the premium fruit juice brand that is almost synonymous of juicy mangoes grown in the tropical climate of Middle-East. Originating from India, although it is famous for the mango juice obtained from sweet and pulpy Alfonso -“King of Mangoes”, the litchi, orange and pineapple varieties have also made their debut.
How It All Started
Known popularly as the Coca-Cola Man, RJC or Ramesh Chauhan had created the leading soft drinks brand Maaza along with some of the other successful brands namely Limca, Citra and Thums Up. As the founder of the Bisleri International, he decided to give people the authentic taste of Alfonso and turned that dream into reality single-handedly.
In the Middle-East, especially India and the neighboring Asian countries, mangoes are the common fruits in summer and Ramesh tried to reach out to wider customer base by creating a fusion with mangoes.
According to him, listening to inner voice or gut-feeling worked more with the flow and Maaza’s formidable progress in the global market speaks on behalf of the progress made with spontaneous flow rather than tailored strategy.
It was 1976 when the UAE based company Union Beverages Factory started their franchisee of Maaza in African and Middle-East countries. Indian market was familiarized with Maaza in the year 1976 and in 1993, Parle Bisleri sold the franchisee to Coca-Cola along with brands like Citra, Thums Up, Gold Spot and Limca.
By the year 1995, Union Beverages Factory gained rights to Maaza in Middle East and African countries through the Maaza International Co LLC in Dubai. For marketing in North America, House of Spices acquired Maaza in 2005 and in the following year, it was acquired by Infra Foodbrands in cooperation with House of Spices for marketing in West African, European and Caribbean countries.
Maaza’s Marketing Strategy and Interesting Reasons behind Its Grand Success
- Infra Foodbrands started distribution of Maaza in Europe, North America, West Africa, Canada and Caribbean since 1998 and since 2006, it has been exporting to thirty-three countries.
- The flavor of Maaza is not limited to mangoes but also nine different fruits namely litchi, tropical fruits, guava, passion fruit or maracuja, banana, pineapple, guanabana and Fruit Punch to appeal to everyone.
- To make it affordable to all and sundry, manufacturers came up with tetra packs with 200ml quantity so that people can get the taste of mango on the go. The Maaza Milky Delight in particular is a combination of mango and milk solids and offers a standard and hygienic product. Lesser quantity like 125ml and 150ml are also available for tetra packs.
- Perfect for consummation of an individual, the 600ml and 750ml bottles are the most marketed pack of Maaza. Besides there are higher quantity bottles with 1.25ml, 1.5ml and 1.2l family pack bottles. With variegated sizes available for Maaza and different price range according to target audience, more and more people are choosing Maaza over other drinks, thereby, market share is increasing.
- The returnable glass bottles with capacity of 200ml and 250ml are Coca-Cola’s initiative towards promoting non-pollutant packages. The PET bottles of 400ml and 250ml capacity too are nature-friendly.
- Adding wholesome ingredients is another most important marketing strategy for Maaza. According to FSSAI in India, the water used in Maaza passes through multiple purification stages confirming the quality of packaged drinking water.
- Processed mango is used along with sucrose or sugar obtained from sugarcane. Tartness in taste is ensured by Sodium citrate and Citric Acid while ascorbic acid is used as antioxidant for retaining the taste.
- FSSAI also regulates the use of synthetic food coloring in Maaza, thereby, giving an yellowish orange color to the beverage while Potassium Sorbate keeps the quality of Maaza intact.
According to the campaigning taglines in different years, the Maaza campaigns are as followed –
- Taaza Mango, Maaza Mango –You’ve really got the juice (1990’s)
- Yaari-dosti Taaza-Maaza (2002-2006)
- Taaza Mango, Maaza Mango (2007-2008)
- Maaza lao, aam ki pyaas bujhao (2009-2010)
- Maaza, Jaldi kya hai? (2011)
- Har Mausam Aam (2012-2015)
- Laalach for aam. Maaza hai naam. (2016-present)
The brand campaign of Yaari-dosti Taaza-Maaza was a trendsetter in ad campaigning through television commercials and it featured the evergreen versatile actor Satish Shah drooling over the premium quality Alfonso mango. As the tagline suggests, the advertise was a celebration of new friendship and having fun, the meaning of “Maaza”.
Ranveer Shorey and Lubna Salim starred in the off-season campaigning of Aam Ki Pyaas to promote that from younger to older consumers, Maaza is available in all seasons. So, none has to urge the desire to taste authentic mango juice.
As a message that Maaza is important for not only the buyers but also the sellers whose livelihood depends on this drink, Maaza’s Har Mausam Aam campaign was made by Leo Burnett. It featured three men – an aspiring dentist Prem Singh, an astrologer Sohanlal and a mechanic Monty who failed in their jobs and were suggested by a kid about mangoes for all seasons.
Popular actor Imraan Khan and actress Parineeti Chopra starred in the quirky and mushy campaign featuring Har Mausam Love, Har Mausam Aam –the continuation of the promotion that now mango juice will be available throughout the year.
The latest campaign was made successful with dual role of Varun Dhawan who is known to engage the viewers with his trademark comedy timing. The greed for mangoes in everyday life depicted through the envious relationship between twin brothers was quite relatable to viewers.
Globally renowned musician A.R. Rahman came forward to compose “Dil Jhoome” for Maaza campaign featuring two sensational artists Aditi Rao Hydari and Diana Penty both of whom are seen to be enjoying their time the fullest, oblivious of the surroundings with a Maaza bottle in their hands. The most recent campaign designed especially for Pongal and Makar-Sankranti also features a bubbly Rakul Preet Singh having her “Me-moments” after a tiring day of shopping for her in-laws.
The journey of Ramesh Chauhan, obviously was not easy as it was not a smooth task to convince the sellers for stocking the product but the persistence won in the end, thanks to the passionate team that was open to adaptation and newer challenges for realignment.
In an idea of spreading the love for mangoes amid the mass irrespective of social or economic background, Maaza has struck the cord of the people in India and beyond. Just as its name suggests, Maaza is the second name of happiness and fun passed from one person to another through the common love for mangoes.