Maaza — Hyphen Brands Case Study

01

Whilst the competition showed luscious, almost erotic mango visuals — how do we reclaim and reemphasise our original mango origins? This became the central thought.

Indian consumers had known the Maaza brand for the better part of half a century. All we needed was to rekindle that emotional chord. The answer to a brand's need is often strategic and often the most simple one. Don't chase newness. Own your heritage. Reclaim the emotional territory that is rightfully yours. The mango orchard — warm, sun-dappled, innocent — became the setting that owned this territory.

02

For most Indians, the sweet taste of mangoes has a nostalgic connection to summer vacations and childhood. Innocence and purity. Those are the emotional anchors.

The brand ambassadors — Mr. Amitabh Bachchan and Pooja Hegde — balanced the appeal to consumers both old and new, but all young at heart. It was very important to own the warm colour palette of summer and also to own the source of the purity of the mangoes — the orchard. The two primary characters were shot amidst this created setting, thoroughly lost in the enjoyment of the flavour and the carefree time within that orchard.

03

Both our connection to nature and the authentic origins of our mango were addressed by using a simple device — the setting. The mango orchard.

The orchard was not just a backdrop — it was the idea. The characters were placed inside the brand world, not in front of it. The warm colour palette, the hay, the light, the mangoes on the tree — everything communicated purity of origin and joy of consumption simultaneously. This is the kind of visual solution that earns its way into memory rather than interrupting its way in.

04

For the Kaccha Aam variant, an element of masti was added to the innocence space — Amitabh Bachchan became the mischievous prankster, and so did Pooja Hegde.

As a subtle twist for the launch of the Kaccha Aam raw mango variant, we added the naughty and mischievous angle to signify the tang in the flavour. The two characters playing pranks on each other and enjoying the banter exemplified the new dimension in the flavour without leaving the brand world. The winks, the elbow ribbing and the smacking of lips adequately captured the childlike enjoyment of this age-old brand.