Mango Slice takes experiences route to engagement

Conceptualised by JWT, Mango Slice embarks on an over month-long campaign from today to build consumer engagement via online & on-ground experiences

e4m by exchange4media Staff
Updated: Feb 14, 2012 7:37 AM
Mango Slice takes experiences route to engagement

Mango Slice, the beverage brand from PepsiCo stable, has embarked on a brand campaign from February 14, 2012 to build greater consumer connect. The campaign will continue till March 31, 2012 and features brand ambassador.

Conceptualised by JWT, the Mango Slice campaign involves an interactive promotion, ‘Katrina Ka Number, Crown Ke Under’, wherein every Slice crown has a mobile number. Consumers just need to call on the number, and if they are lucky, they can win a date with Katrina Kaif. From February 14 to March 31, one winner everyday will win a date. Those who do not win the date will win collectible Slice merchandise or a personalised digital wallpaper. Mindshare is handling the media duties.

The Slice campaign is supported by a TVC that shows Katrina inside a Slice bottle. Directed by Cannes Gold winning director Prakash Varma, the commercial was shot underwater in Thailand. Renowned Hollywood cinematographer, Victoria Turpin, has captured the underwater visuals.

Commenting on the campaign, Homi Battiwalla, Director - Juices and Juice Drinks, PepsiCo India, said, “We have focused extensively on building engagement with our consumers via exciting experiences planned online and on-ground, including holographic projections, interactive outdoors, exciting web interfaces and larger-than-life ‘Katrina in a Slice bottle’ installations, amongst many others. Mango Slice continues to enjoy strong growth in the juice and juice based drinks category. We are confident this interactive promotion will surprise and engage our consumers, and further drive consumption.”

This promotion is valid only on 200 ml and 250 ml returnable glass bottles of Mango Slice. The product is available in all other regular pack sizes – 350 ml, 500 ml, 1.2 L and 1.8 L PET bottles and 200 ml tetrapak.

Campaign details:
Creative Agency: JWT
Executive Business Director: Saurabh Saksena
National Creative Director: Swati Bhattacharya
Director for the film: Prakash Varma
Production House: Nirvana Films
Media Planning: Mindshare
Language: Hindi & other regional
Duration: 30 seconds

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