Radicals - Group B2- Source- Economic Times

 

Maaza bets on Mangoes' all season love with 'Har Mausam Aam' campaign

6 FEB, 2013, 05.03AM IST, AMIT BAPNA, ET BUREAU, Economic Times

By Utsav Joshi

Once again during winter, Maaza (beverage – mango juice brand) has come up with the campaign 'Har Mausam Love, Har Mausam Aam'. The current campaign has been conceptualised by Leo Burnett, the brand's creative agency. The campaign takes forward last year's 'Har Mausam Aam' premise.

This campaign marks the first time that the brand has gone in for two big-ticket celebrities: Parineeti Chopra and Imran Khan. According to Leo Burnett, both Imran and Parineeti are young achievers with a refreshing new outlook to the world. They epitomise the young India — they are go-getters, energetic, sure of themselves and wanting to make a difference. The association is also being looked at as helping strengthen the brand's appeal amongst the youth.

Generally cola advertisements happen around summer but Maaza for second time in the row has launched its campaign in winter season.

It is a well-thought decision, and is aimed at establishing the all season proposition of the brand, increasing consumption all year long.

This idea has worked really well for Maaza. Maaza has managed to create a niche for itself over the last few years with a market share of 37% in the juice segment as per independent industry estimates. The other players with a sizable share include Slice at 22% and Frooti at 13%. In the 2012 edition of Brand Equity's Most Trusted Brands, Maaza was the only beverage brand in the Top 10, even ahead of the more aggressively marketed colas. The overall marketing mix seems to be working well for Maaza, which has been around since 1976 and been a part of the Coca-Cola family since 1993.

 

PepsiCo's salty snack brand Kurkure is back with a whole new family

-By Kaushik Narayan

Review:- This article talks about how PepsiCo is trying to revamp its brand image in India. Indian snacks industry is 9,400 crore and it is estimated that this industry is growing at 25% per year. The company is trying to come up with a new tag line and is replacing  the old traditional family concept which was seen in old kurkure’s advertisements in which juhi chawla enacted a role of a fictional family , that family is now replaced with a new modern family and the company is trying to bank on the its  previous success. New actors have been signed up which includes; kunal kapoor , Parneeti chopra , Boman irani etc. The company never went for digital advertising but now it is venturing into digital space also. The company has adopted episodic type of advertisement which would engage the viewers and keep them engrossed to the advertisement. The concept of advertisement is based on popular sitcoms. The company is also coming up with 5 new flavors and they are also planning to make new ad’s depending upon the type of flavors. The flavors are Punjabi pizza, Rajasthani Manchurian, andra Bangkok curry . etc.

Implication:- If we take a close look at the company , we can find that the product was not able to grow and it was high time when the product needed a refresh button. The company totally changed its advertisement campaign and is back with a new and refreshing look. The marketing concepts of PLC can be applied to this article since the product hit a maturity stage the product either needed a revamp or exit from the competition. The company choose to stay in competition hence they came up with total new look for the product along with a new advertisement campaign. 

Is the 'Right Here Right Now' campaign a game changer for Pepsi?

By Jacob joseph

Like Nothing Official About It from a decade and a half ago, Change The Game was the right line at the right time for Pepsi. Spawned by Taproot, Pepsi's campaign broke just in time for World Cup 2011. It acquired a rare resonance as India went on to win the tournament, its first victory after 1984. After switching gears to include football as well as cricket, Pepsi has finally opted to move on. The new line 'Oh Yes Abhi' is a liberal desi interpretation of its global theme 'Live For Now.'
While Live For Now was launched last April, the local operations were under no pressure to embrace the global identity. Pepsi began to consider the shift through mid last year and it derives from an extensive consumer research with the core youth demographic.

 The TV commercial features all three of Pepsi's endorsers: cricket captainMS Dhoni, actress turned pop singer Priyanka Chopra and Bollywood star Ranbir Kapoor experiencing moments of impatience. These are interspersed with images of impulsive youngsters who decide to go in for a tattoo or a radically different haircut.

The brief to the agency says Surjo Dutt, vice president and executive creative director, JWT was on the insight of wanting to do everything now and not waiting.