Debrief: Maaza: Refreshing take

09 Feb,2012

By Anil Thakraney

 

Mango drink Maaza has a brand new positioning: ‘Bin mausam aam’. But instead of focusing on mango lovers, they have featured mango hawkers in the advert. And that’s actually quite clever, because it injects freshness into the communication.

 

In the TVC, three mango sellers wonder what to do with their lives since the mango season is over. Desperate to earn a livelihood, the ‘aam aadmis’ try out new career options. One becomes a soothsayer, another tries his hand at dentistry and the third one becomes a car mechanic. Naturally, being untrained, they fail miserably in their new roles. Then, a smart lad introduces them to the ‘Bin mausam aam’ called Maaza. And so they begin selling that.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=UizD1CD2oBM[/youtube]

The twist in the tale works. One, because the ad indirectly cues that Maaza = Real mango, without hammering it down our throats. And two, because the commercial talks about aam sellers, the ad becomes off-beat and entertaining. And one must appreciate the client for not insisting on Maaza sipping shots in every frame. This idea would have been impossible to execute with such a demand.

 

If there’s one negative, it’s that the idea only works in a long format, because it’s an indirect route. I don’t see them being able to pull this off with a fifteen-second edit.

 

Rating: (On a scale of 1 to 5): 3. Novel approach pays off.

Post a Comment 

Comments are closed.

Today's Top Stories
Videos