Description
For 50 years, Maaza has been synonymous with mangoes in India. However, built purely on high affinity rather than habit, it lacked a repeatable consumption ritual. To build this habit, we reframed Maaza's position. We moved from competing for "share of refreshment" to owning the "share of treat". We launched a cultural movement that encourages Indians to acknowledge and celebrate their overlooked small wins that fill a day with joy. It turned Maaza, a functional beverage, into an iconic cultural cue.
