PepsiCo has rolled out its summer campaign featuring brand ambassador and Bollywood actor Katrina Kaif for Tropicana Slice. The film has been conceptualised by J. Walter Thompson.
The film features Kaif sitting at a roadside cafe typing on her laptop, in what seems like Europe. A waiter carries a glass of ice and bottle of Slice to her. Kaif asks for the bottle alone and signals to him to take the glass back. After taking in the fragrance of the fruit through the bottle, Kaif bites into the bottle, devouring the mango within. This catches the attention of onlookers, who keep staring at her. The waiter is so engrossed that he trips over a chair. Another lady guest signals for the same drink as Kaif.
Vineet Sharma, associate director – marketing, Tropicana, PepsiCo India, said, “Tropicana Slice is all about the indulgence and pure mango pleasure and has always created a powerful appeal across India. The film celebrates the immersive experience of pure mango pleasure through the creative route of a Tropicana Slice bottle inspired by a diced mango. Katrina’s new look in this film, is sure to surprise and engage our consumers and will only enhance the style quotient of having Tropicana Slice this summer."
Babita Baruah, senior vice president and unit head, J. Walter Thompson, said, “Through this new ad campaign for Slice, we wanted to keep it very simple and yet refreshing. ‘Har boond ras bhara aam’ accentuates how each drop of Slice gives you the taste of real mangoes and can even compel you to order one for yourself. The film is sensuous, surreal and mangolicious, which was the very idea.”
The film is part of a 360-degree campaign.
Agency: J. Walter Thompson
Chief creative officer: Senthil Kumar
Executive creative director: Sumati Singh
AVP and senior creative director: Amitav Misra
VP and national films head: Anupama Ahluwalia
SVP and head, PO1 Unit: Babita Baruah
Vice president and CSD: Jaibeer Ahmed
National planning director: Mythili Chandrasekar
Director: Karina Taira
Production: Cutting Edge Pictures
Executive producer: Billoo Sandhu