Katrina Kaif cheek-to-cheek with a cut mango – the visual is sensual, mouth watering, and traffic stopping. This visual can been seen in Mumbai and is part of Pepsico’s campaign to mark the launch of its juice brand Slice in Mumbai. With the outdoor medium playing a lead role, Pepsico has set out to capture the mango-loving metropolis, a very major market for the category. The out-of-home plan is being executed by Platinum Outdoor.
Commenting on the campaign, Gour Gupta, COO, Platinum India, said, “The brief was to create a high recall for the brand Slice. The challenge was to create a high recall campaign for which we adopted an approach wherein we selected important stretches and planned for repeated visibility in a short stretches, which increased recall and created the desired impact. Apart from this, we penetrated important residential hubs using bus shelters. In addition, we created larger-than-life cut-outs in Bandra, which were eye catchers.”
Gupta added, “The campaign has approximately 200 touchpoints across the city, including innovative bus shelters and backlit hoardings. The added impact comes from the ‘own-a-zone’ strategy, which exposes consumers to multiple creative executions of the concept within a limited geographical area.”