May 29 2009
Maha Choco new TV campaign makes MS Dhoni ‘Maha Dewaana’
Godrej Hershey Ltd, one of India’s largest confectionery and food companies and part of the Godrej Group is geared up to launch a new television campaign for ‘Maha Choco’, an extension of Nutrine’s flagship brand Mahalacto. Conceptualized by creative agency JWT and featuring brand ambassador Mahendra Singh Dhoni, the television commercial will be going on air from June 1, 2009.
Directed by Anirudh Sharma, and produced by Dungarpur Films, the two creatives Locker Room and Theatre scene play on the brief “you will do anything to get the candy with the irresistible taste.” The Theatre Ad shows Dhoni swapping irresistible Maha Choco offered by a kid in a theater with the chance to sit with his beautiful girlfriend. The Locker Room commercial shows Dhoni surrendering himself in the taste of Maha Choco losing out on his urgent need of consideration. Both the advertisements clearly demonstrates the brand positioning of ‘Bano Maha Deewane’ with Dhoni going great lengths to get his favourite candy.
Commenting on the brand’s association with Dhoni, Mr. Bobby Agarwal, Executive Officer & Chief Operating Officer, Godrej Hershey Ltd. expressed, “There is a perfect blend between Dhoni and Maha Choco as the Maha attitude, confidence and passion to enjoy every moment in life. As the brand ambassador, he represents the Maha values of a superhero yet boy-next-door, winner, go-getter, entertainer, all-rounder and larger-than-life. He has grownup eating the Maha-lacto and so is happy to be associated with the Maha Choco Candy.”
Brand Ambassador Mahendra Singh Dhoni said, “I enjoy being the brand ambassador for the Maha Choco Candy. I love the chocolate candy and as demonstrated in the ad, I would go to any lengths to get my favourite candy – Maha Choco. What makes this association even more special to me is that cMaha Lacto has been a part of my growing up years in Ranchi. Maha Lacto was my favourite candy (still is!) and I would always carry a few in my pocket, even while playing cricket.”
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