Pepsico India’s mango drink brand Slice has launched in three limited edition flavours, based on three varieties of mangoes from different regions of India. Driving this home is a campaign themed ‘SwayAAMvar’ featuring brand ambassador Katrina Kaif.
The campaign includes four TVCs – a teaser and one for each flavour. In line with the theme of SwayAAMvar, the films feature Kaif in three different bridal avatars (one for each flavor). The films lead viewers to an interactive website mangoslice.in, offering them a virtual tour of the lands of origins of the mangoes – UP, Gujarat and AP.
A contest is also on, asking people to vote for their favourite flavor to win a date with the brand ambassador.
Deepika Warrier, VP-marketing, PepsiCo India, said, “Slice, as a brand has always stood for mango indulgence. With this first of its kind innovation in the category, we have taken mango indulgence to the next level by getting consumers to experience 3 of their most loved mango varieties from across the country. We have a powerful engagement built into the campaign with Katrina asking consumers to vote for their favourite mango.”
Swati Bhattacharya, NCD, JWT India, added, “Slice has always been a love affair between the mango and the mango lover. Which is why we came up with the idea of Slice SwayAAMvar with Katrina dressed up as three beautiful brides asking consumers to help her choose her ‘rasiya’. We are very thrilled with this campaign and are confident that Swayaamvar will add to the legacy of Aamsutra and Rasiya, and bring Slice even closer to Indian mango lovers”.
Credits
Client: PepsiCo (Slice)
Creative agency: JWT
National creative director: Swati Bhattacharya
Executive business director: Babita Baruah
Executive planning director: Pinaki Bhattacharya
Director: Karina Taira
Production house: Cutting Edge Pictures
Media planning: Mindshare
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