Campaign India Team
Feb 16, 2011

Slice continues with Aamsutra brand proposition for new campaign

WATCH the TVC created by JWT featuring brand ambassador Katrina Kaif

Slice continues with Aamsutra brand proposition for new campaign

PepsiCo has continued the 'Aamsutra' brand proposition as part of its new campaign for Mango Slice. The new campaign focuses on the the thought of ‘Sabr Ka Phal Meetha Hota Hai’ and continues to feature brand ambassador Katrina Kaif. The multimedia campaign, led by television and OOH, has been created by JWT. 

Homi Battiwalla, director, juices & juice drinks, PepsiCo India said, “With the launch of Aamsutra campaign three years ago, Slice made a great impact in the category that we operate in. The Aamsutra series has been very well received by mango lovers and has carved a distinct brand identity in its category. With this new campaign, we have taken the concept of indulgence and pleasure to another level and look forward to creating more excitement amongst consumers.”

The on-air campaign will be supported by robust outdoor and on-ground activation. Mango Slice will also soon roll out its experiential activity called ‘Mango Lounge’ across the country. 

On the new communication campaign, Soumitra Karnik, vice president and executive creative director, JWT said, “The current film builds on the already popular Slice Aamsutra campaign. Aamsutra was designed as a brand idea to give the consumer a differentiated and superior mango experience. In the current TVC, the importance of 'waiting' is highlighted as one of the ways by which one can truly enhance the pleasure of enjoying the real taste of mango. The insight is true to the mango fruit which is seasonal, and we eagerly await rest of the months for it to arrive.”

On their collaboration with the brand, Roopak Saluja, co-founder and managing director, Bang Bang Films, added, “After a year's hiatus, it's our pleasure to be involved with the brand again.  And this time, we've really outdone ourselves, if I can be a little immodest.  What has made all the difference in the world is the fact that for the first time ever, Slice has ventured outdoors.  Unexpected rains in December caused us to swiftly move the production to Thailand within 48 hours.  So it wasn't the smoothest production.  But in the end, it was a labour of love that managed to deliver a superlative result.”


Agency: JWT (Delhi)

Client: PepsiCo

Executive creative director: Soumitra Karnik

Client servicing: Kundan Joshee, Karishma Bery & Gunjan Bhandari

Agency producer: Mandeep Singh

Production company: Bang Bang Films

Director: Karina Taira

DOP: Dom

Producers: Roopak Saluja, Kirk Dias & Shivani Mehta

Assistant directors: Abhijeet Chhabra & Sagar Rao

Editors: Harshal Thakur & Sanjay Chavan

Post production manager: Girish Kant Singh

Post production: Pixion (Mumbai)

Sound design: Deepak Iyer

Wardrobe: Falguni & Shane Peacock

Campaign India