Bengaluru, Karnataka, 3rd of July, 2025 : Maaza, Coca-Cola India’s iconic homegrown mango drink, has launched “Meri Chhoti Waali Jeet,” an AI-powered platform that brings everyday wins to life that often go unnoticed. Developed by Ogilvy India, the platform invites users to upload a photo and share a short narration of their “chhoti waali jeet.” In return, the platform generates a tailor-made animated video in Maaza-style, turning everyday moments into memorable stories.
In a world often focused on grand achievements, Maaza is taking a different route. Whether it’s finally ticking off a long-pending task, learning a new song on guitar or delivering a good presentation in office, Maaza believes every small win deserves its moment. And when that moment comes, well, Maaza Ho Jaaye.
Ajay Konale, Director – Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Earlier this year, we introduced a new positioning for Maaza, making it an impromptu treat for everyday small wins. With the launch of the ‘Meri Chhoti Waali Jeet’ platform, we’re taking that forward by deepening consumer engagement in a new-age format that’s intuitive, joyful, and socially shareable. As the digital lives of our consumers evolve, Maaza evolves alongside — staying true to its roots of delivering pure happiness while honoring their small but significant moments.”
Rooted in moments that are personal and close to home, Maaza has brought on board actor couple Genelia and Riteish Deshmukh to lead the campaign. Whether it’s cheering each other on or just being present for the little things, they bring the same unspoken understanding that Maaza shares with its audience.
Genelia Deshmukh said, “Some of the most beautiful moments in life aren’t about the big milestones, but the small, unexpected wins like teaching my kids a new dance step or finally finishing a painting. That’s what ‘Meri Chhoti Waali Jeet’ is all about. As a mom, and working woman, I’ve learned to cherish every little victory. This platform is such a sweet way to celebrate those tiny wins that so often go unnoticed but mean the world”
Riteish Deshmukh said, “We live in a world where the big moments get all the attention. But honestly, it’s the smaller ones like nailing a recipe or learning a new football trick that really lift your spirits. For me, sharing these everyday triumphs makes life more real, more connected. I love that Maaza is encouraging everyone to celebrate themselves, no matter how small the win might seem.”
This campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP.Sukesh Nayak, CCO, Ogilvy India said, “Maaza’s association with the celebrations of small wins comes from the simple thought that in an increasingly complex world, Maaza believes in the power of simple joys to enrich our lives. This platform is a digital ode to the beauty of the ordinary, inviting everyone to recognise, appreciate, and share the moments that truly make them smile. It’s about recognising every small victory that contributes to a larger sense of well-being and happiness.
Made with the goodness of real juicy Alphonso mangoes, Maaza has been India’s go-to mango drink for decades. With this new digital experience, the brand deepens its connection with consumers by giving them a new way to see themselves and their everyday wins in the spotlight.
About The Coca-Cola Company
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’ offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Thums Up XForce, Charged, Fanta, Limca, Sprite, Sprite Zero, Kinley Soda, Rim Zim, Maaza, Minute Maid range of juices and Honest Tea. The Company also offers hydration beverages including Limca GlucoCharge, Smartwater, Kinley, Kinley Copper, Dasani and Bonaqua packaged drinking water. Premium products constitute Schweppes’ range and Smartwater. In addition, it offers a Costa Coffee range of tea and coffee. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.
The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 5 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water and packaging initiatives, sustainable agriculture and emission reductions across its value chain.
Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
About OpenX from WPP
OpenX from WPP is an entirely new offering created for The Coca-Cola Company that is integrated at its core and unprecedented in its scale. This industry-leading approach to modern marketing allows for seamless integration of bold ideas and creativity with end-to-end experiences that are informed by data and optimized in real-time. Our work spans across the company’s five-category beverage portfolio in more than 200 countries as well as global tentpole marketing efforts including FIFA and the Olympics. OpenX from WPP provides access to our entire agency network of over 100,000 experts unlocking access to the best talent, capabilities and resources in and outside of WPP. Combining scale and agility, OpenX from WPP supercharges creativity and is a multiplier for change and growth.
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