Slice has rolled out a film titled 'sabse thick, sabse tasty’ (the thickest and tastiest) featuring its brand ambassador actress Katrina Kaif and actor Dhairya Karwa.
Conceptualised by Wunderman Thompson, the film reinforces the brand proposition of being the thickest mango drink.
The film opens against a beach setting, with Kaif and Karwa relaxing on a deck chair. Karwa refuses an offer of taking a sip from Kaif's favourite mango drink Slice and asks her to try his preferred mango drink instead. Right then, Kaif dares him to take on a Slice taste challenge, to which Karwa confidently conforms. She blindfolds him and puts him to the test. The film ends with Karwa picking Slice as his preferred mango drink.
Anuj Goyal, associate director, Tropicana and Slice, PepsiCo India, said, “Slice is the closest you can get in taste to the real mango experience, and with summertime around the corner, we aimed to kickstart the season with Slice’s new campaign. With a fun and quirky take on Slice’s ‘thickest and tastiest’ mango drink proposition, we are inviting consumers to experience the tastiest and thickest mango in India. The film features superstar Katrina Kaif that will help further deepen brands connect and encourage new consumers to experience Slice.”
The film is rolled out across TV, digital, outdoor, and social media.