Announcement Overview
Maaza, a billion‑dollar brand owned by Coca‑Cola India, announced on 16 October 2026 the launch of its first digital micro‑drama series titled “Don’t Go Na”. The seven‑episode series is designed to celebrate Indian festive gatherings, love stories and the warmth of hosting, positioning Maaza as the catalyst in everyday moments.
Creative Concept and Distribution
The narrative follows a young man and woman who meet at a Diwali party; a shared glass of Maaza sparks a connection that unfolds across the episodes. All seven episodes will be released on Maaza’s official Instagram and YouTube channels, employing a bite‑size format aimed at younger consumers and moving beyond traditional television advertising.
Agency Collaboration and Leadership Comments
The series was conceptualised by Ogilvy India as part of WPP’s Open X agency model. Sunainika Singh, Senior Director, Marketing – Nutrition, Coca‑Cola India and Southwest Asia, stated that the micro‑drama captures “the little moments of generosity, emotion and humour” that define Indian festive hosting. Sukesh Nayak, Chief Creative Officer, Ogilvy India, added that the format allows Maaza to become “the spark that starts the story” amid the festive hustle.
About Coca‑Cola India
Coca‑Cola India is one of the country’s leading beverage companies, offering a portfolio that includes carbonated drinks, juices, water and coffee. The company operates a network of over six million retail outlets through owned and franchise bottling partners, serving millions of consumers nationwide. Globally, The Coca‑Cola Company and its bottling partners employ more than 700,000 people.
About WPP Open X
WPP Open X is a bespoke agency operating model created to help The Coca‑Cola Company transform its marketing, attract new generations of consumers and grow its business. The model integrates creative, media, social, data, technology, commerce and PR to deliver human‑centred experiences at scale.