Maaza has launched ‘Don’t Go Na’, a seven-episode digital micro-drama centred on festive gatherings, hospitality and a budding connection. The series follows a young man and woman who meet at a Diwali party, where a shared glass of Maaza becomes the starting point for their story. It is the brand’s first brand-led digital micro-drama, marking a move beyond its traditional television advertising format, and will stream on Maaza’s Instagram and YouTube channels.
Sunainika Singh, senior director, marketing – Nutrition, Coca-Cola India and Southwest Asia, said the series celebrates a familiar expression of warmth in Indian homes: not letting a guest leave easily. She said festive hosting is full of small moments of generosity, emotion and humour, and that the micro-drama format captures them in a contemporary way that appeals to younger audiences.
Conceptualised by Ogilvy India as part of Open X by WPP, the series uses a festive household as the backdrop for its episodic romance. Sukesh Nayak, chief creative officer, Ogilvy India, described Indian festivals as chaotic, joyous and full of chemistry, when extended families meet and new bonds form.
Nayak added that the idea was to make Maaza the spark that starts the story. Skipping standard advertising formulas, the team built a bite-sized romance in which a glass of Maaza quietly brings two people together amid the festive hustle, capturing the feel of an Indian festive home.
