Maaza: Redefining indulgence for Indian women

Beverage brand Maaza adopted a retargeting strategy to cement its appeal to female consumers and revive the mango drinks segment in India.

Campaign details

Brand: MaazaBrand owner: The Coca-Cola CompanyAgency: Leo BurnettMarket: IndiaIndustries: Fruit & vegetable juicesMedia channels: Events & experiential, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Radio & audio, Search marketing, Social media, TelevisionBudget: 1 - 3 million

Executive summary

In a diverse and culturally deep-rooted market like India, it takes courage to swim against the tide and change the targeting of a power brand.

Beverage brand Maaza has been the market leader and innovator since its launch in 1976. It is synonymous with mangoes...

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