Under the brand’s ‘Dildaar Bana De’ umbrella, the film brings back brand ambassadors Amitabh Bachchan and Pooja Hegde on-screen

Chandigarh, July 15,  2022:  (AVAJ APKI NEWS )

Kicking off the Indian festive season, Maaza, Coca-Cola India’s favourite homegrown mango drink has unveiled a new campaign, which perfectly resonates with the Company’s aim of inspiring social connections and bringing loved ones together.

With this new advert, Maaza aims to establish itself as the beverage of choice of families in moments of togetherness. For the film, the brand has once again brought together its ambassadors – legendary veteran actor Amitabh Bachchan, along with renowned actress and model Pooja Hegde.

With over 200 million monthly drinkers spread across the country, the brand’s objective is to continue being the country’s most beloved mango drink, while also contributing to the socio-economic empowerment of Indian farmers. The homegrown brand Maaza is uniquely manufactured locally, using local ingredients, in line with Coca-Cola India’s sustainable agriculture Initiative – ‘Fruit Circular Economy’.

Announcing the launch of the new campaign, Ajay Konale, Director Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Earlier this year, we unveiled Maaza’s new umbrella campaign around ‘Dildaari’ this helped reinforce Maaza as the ultimate mango experience in a distinctive way. Mango as a fruit has a unique and distinctive role in India. Whole families come together over mangoes. As an authentic mango experience, Maaza wants to dial up this coming together of families, generations over the love of mangoes and sweeten these moments of togetherness.. We have collaborated with Mr. Amitabh Bachhan and Ms. Pooja Hegde to introduce the new Dildari positioning in early 2022. We are extremely humbled and thrilled to have Mr. Bachchan and Ms. Hegde’s continued partnership with us to bring alive Maaza’s philosophy of ‘Dildaari’.”  

The heartwarming TVC depicts Amitabh Bachchan and Pooja Hegde playing the role of a grandfather and granddaughter duo, who can be seen enjoying a fun exchange of untold family stories over a glass (or two) of Maaza. The film aims to showcase how fun moments and conversations with the family shine bright, the happiness is enhanced when people come together and share their stories and create unbreakable bonds.

The campaign film has been conceptualized by Maaza’s creative partner Ogilvy. The film has been directed by Shoojit Sircar who brought to life this heartwarming story between a grandfather and granddaughter.

The campaign film is third-in-line under the brand’s umbrella campaign ‘Dildaar Bana De’, which beautifully captured the values of kindness and magnanimity and struck a special chord with audiences earlier this year. This summer, the brand had also launched its first-ever variant in the Indian market – Aam Panna.