Slice has seen powerful consumer momentum post its re-launch two years back, creating disruptive excitement in the mango juice drinks category. Continuing with its concept of ‘Aamsutra’, which celebrates mango indulgence, PepsiCo has rolled out a new TVC featuring brand ambassador Katrina Kaif, which went on air on February 26, 2010.
The year 2010 will witness Season 3 of the Slice ‘Aamsutra’ campaign, which will be supported by an aggressive marketing plan comprising television, print, radio, outdoors and on-ground activation.
The TV campaign has been produced by Nirvana Films and directed by Prakash Varma. In addition, the brand is unveiling a brand new outdoor and print campaign shot by leading French fashion photographer Bruno Dayan. The new black and white look is contrasted by the rich colour of Mango Slice, creating instant visual drama.
Commenting on the launch of Slice in Mumbai, Homi Battiwalla, Director, Juice & Juice based drinks, PepsiCo India, said, “The markets of Western India are very significant contributors to the mango juice drinks industry, and of these, Maharashtra is the most significant. In Mumbai, the category has always been synonymous with the heritage of Slice Mangola. With the launch of Slice in Mumbai, we aim to strengthen our leadership further by catering to the varied taste needs of our consumers through the delicious new taste of Slice and our communication campaign aimed at creating greater appeal within our TG to create incrementality.”
The latest Slice TVC retains the signature moments of mango indulgence and the lilting ‘Rasiya’ track, setting the mood as Katrina leads her on-screen partner to a game of ‘who blinks first’ only to give into the taste of pure mango pleasure.
Talking about the new communication, Hari Krishnan, Vice President, JWT, said, “This year marks the third year for the ‘Aamsutra’ campaign, which has not only created a unique clutter breaking identity for Slice, but has also successfully differentiated the brand in the mango juice category. Today, the ‘Aamsutra’ campaign enjoys top of mind recall amongst consumers and has become synonymous with Katrina’s association with Slice. The creative thought behind the new communication was to dial up the ‘indulgence’ quotient by highlighting the brand’s core positioning of sensorial, highly pleasure driven experience, well associated with mangoes.”