MAAZA

 

How It All Started  

Known popularly as the Coca-Cola Man, RJC or Ramesh Chauhan had created the leading soft drinks brand Maaza along with some of the other successful brands namely Limca, Citra, and Thums Up.

As the founder of Bisleri International, he decided to give people the authentic taste of Alfonso and turned that dream into reality single-handedly. 

In the Middle East, especially India and the neighboring Asian countries, mangoes are the common fruits in summer and Ramesh tried to reach out to a wider customer base by creating a fusion with mangoes.

Maaza’s Marketing Strategy And Interesting Reasons Behind Its Grand Success

-Infra Food brands started distribution of Maaza in Europe, North America, West Africa, Canada, and the Caribbean in 1998 and since 2006, it has been exporting to thirty-three countries. 

–The flavor of Maaza is not limited to mangoes but also nine different fruits namely litchi, tropical fruits, guava, passion fruit or maracuja, banana, pineapple, guanabana, and Fruit Punch to appeal to everyone.

-To make it affordable to all and sundry, manufacturers came up with tetra packs with 200ml quantity so that people can get the taste of mango on the go.

–The Maaza Milky Delight in particular is a combination of mango and milk solids and offers a standard and hygienic product. A lesser quantity like 125ml and 150ml is also available for tetra packs. 

–Processed mango is used along with sucrose or sugar obtained from sugarcane. Tartness in taste is ensured by Sodium citrate and Citric Acid while ascorbic acid is used as an antioxidant for retaining the taste. 

–FSSAI also regulates the use of synthetic food coloring in Maaza, thereby, giving a yellowish-orange color to the beverage while Potassium Sorbate keeps the quality of Maaza intact.    

Maaza Campaigns 

According to the campaigning taglines in different years, the Maaza campaigns are as followed –

1. Taaza Mango, Maaza Mango –You’ve really got the juice (1990’s)
2. Yaari-dosti Taaza-Maaza (2002-2006)
3. Taaza Mango, Maaza Mango (2007-2008)
4. Maaza lao, aam ki pyaas bujhao (2009-2010)
5. Maaza, Jaldi kya hai? (2011)
6. Har Mausam Aam (2012-2015)
7. Laalach for aam. Maaza hai naam. (2016-present)

The brand campaign of Yaari-Dosti Taaza-Maaza was a trendsetter in ad campaigning through television commercials and it featured the evergreen versatile actor Satish Shah drooling over the premium quality Alfonso mango.

As the tagline suggests, the advertisement was a celebration of new friendships and having fun, the meaning of “Maaza”. 

Conclusion 

The journey of Ramesh Chauhan, obviously was not easy as it was not a smooth task to convince the sellers for stocking the product but the persistence won in the end, thanks to the passionate team that was open to adaptation and newer challenges for realignment.   

In an idea of spreading the love for mangoes amid the mass irrespective of social or economic background, Maaza has struck the cord of the people in India and beyond.

Just as its name suggests, Maaza is the second name of happiness and fun passed from one person to another through the common love for mangoes.