Raahil Chopra
Apr 18, 2012

PepsiCo unveils its latest 'Aamsutra' TVC for Slice

WATCH the TVC created by JWT India here

wide player in 16:9 format. Used on article page for Campaign.

Katrina Kaif returns in the latest chapter of Slice's 'Aamsutra' TVCs.

Created by JWT India, the film titled 'Ab Ras Barsega', opens with a shot of Kaif sitting in a mansion and eating a mango. Once she finishes the mango she runs through the corridors and courtyard towards a mango tree which is situated by the river. Here she uses her saree to pluck a few mangoes out and make them fall in to the water body. She is then shown taking out a bottle of Slice from the river followed by a shot of her drinking it. The shots alternate between a bottle of slice and a fruit in her hand to show the mangoes in every bottle. All through the TVC a qawwali plays in the background. 

Commenting on the new campaign, Swati Bhattacharya, national creative director, JWT said, “The mango has always been a tyrannical lover. A lover that makes us wait for ten months for those two months of fulfillment and leaves immediately after. Slice is man's sweet revenge on the mango. And this film is a celebration of the same. The wait, over. The tables, turned. The indulgence, flowing like never before.”

Homi Battiwalla, category director, colas, hydration and mango based beverages, PepsiCo India, added, “Our new campaign, Ab Ras Barsega captures the essence of Slice and its deep relationship with the mango fruit in India. With a distinct Indian look, mesmerizing background score and engaging narration; we have attempted to create a unique, playful yet sensuous mood, which we are confident will be appreciated by mango fans. We look forward to another exciting summer season and maintain the strong growth momentum in the juice and juice based drinks category.”

The film has been directed by Prakash Varma and Nirvana Films is the production house.

Client: Pepsico
Creative agency: JWT Delhi
National creative director: Swati Bhattacharya
Executive business director: Saurabh Saksena
Executive planning director: Atika Malik
Director: Prakash Verma
Production house: Nirvana Films
Media planning: Mindshare

Campaign India