Maaza: Creating a utopian world of seasonless mangoes

Chandana Raizada

This case study describes a campaign by Maaza, the drinks brand, to reposition it from a seasonal to a year-round product in India.

Maaza: Creating a utopian world of seasonless mangoes

Principal author: Chandana Raizada, Leo BurnettContributing authors: Ashish Poddar, Ankur Bora, Rajeev Sharma, Sumit Negi and Geetika Prabhakar, Leo Burnett

Introduction

This is the story of Maaza, the leading brand in India's highly-seasonal mango-drink market. It tells how Maaza seemed to have reached the limits of its success and how its growth had stalled - until a bold, simple and unexpected strategy changed everything and took the brand to a whole new level of success. By positioning Maaza not as a mango-season soft drink but as a new kind...

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