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...