Maaza - Creating a utopian world of seasonless mangoes

Maaza, the leading brand in India’s highly-seasonal mango-drink market, seemed to have reached the limits of its success and growth had stalled. Maaza & Leo Burnett India worked to reposition Maaza not as a mango-season soft drink but as a new kind of all-year-round fruit in its own right, the ‘all season mango’. Maaza was able to break free from the seasonal restraints of its market and increase its market share by 18% within a single year, peaking at over 40%, and increasing volumes by almost 26%, yielding a ROMI of 3.