Maaza
Mera Maaza Balloon Campaign
Brief
How does a beverage brand connect to Durga Puja? In a festival rich with emotion, rituals, and cultural depth, how could it be done while working within a small budget? Coca Cola India’s Maaza set out to create a presence that felt personal and participatory rather than promotional.
Insight
Every festival is incomplete without a balloon. It’s one of the simplest objects, yet one that instantly sparks joy; especially for children. Balloons are woven into festive memory, making them a powerful emotional trigger across generations.
Idea/Execution
We took a symbol of childhood and reimagined it for a modern festival experience.
A balloon is childhood held by a string. For Durga Puja, we transformed it into a moment of personal magic. Visitors who purchased Maaza received a Maaza bottle–shaped balloon, printed with their own AI-generated avatar. Within seconds, people saw themselves reflected in the experience — playful, unexpected, and deeply personal.
Families gathered around as avatars appeared in real time. Children tugged at parents’ hands. Pandals slowly filled with people carrying balloons that featured their own faces, turning the crowd itself into the medium. Participants didn’t just engage with the idea — they carried it forward through the festival.
This was high emotion built on a small budget. No massive installations or heavy production. The campaign relied on a sharp cultural insight, low-cost materials, and the power of personalisation. By blending nostalgia with technology, Maaza created an experience that felt premium without premium spending, and meaningful without being loud.
Impact
- 4.7 lakh footfalls driven across activation zones.
- Reached 1 lakh+ households during Durga Puja.
- Generated strong organic visibility as personalised balloons travelled across the city.
- Shifted Maaza’s presence from a logo on a banner to a living memory within the festival.
Awards
Silver - Best Use of Experiential Marketing on a Small Budget
Maaza – Mera Maaza Balloon e4m Red Carpet Experiential Marketing Awards 2025