PepsiCo’s mango drink Slice has rolled out a ‘Slice Taste Challenge’ campaign for the summer. The campaign features brand ambassador Katrina Kaif.
The film features Kaif, a man, and another woman walking with picnic baskets into a forest area. The two ladies blindfold the man and make him taste and pick between Slice and another ‘Mango drink’. He picks Slice. The film ends with a super that reads, “Iske samne sab pheeka padh jaayega” (everything else is bland compared to Slice). The soundtrack for the ad is provided by a remix version of the Bollywood song, ‘Haal kaisa hai janab ka’ by Bollywood singer Shalmali Kholgade.
On the TVC, Homi Battiwalla, category director - colas, hydration and mango-based beverages, PepsiCo India, said, “Our campaigns have always highlighted the pure mango pleasure promise of Slice in an aesthetic, sensuous and appealing manner. However, for the first time we are talking about Slice as the most delicious mango drink ‘jiske samne sab pheeka padh jayega’. The creative route dwells upon the proposition of the Slice Taste Challenge with an engaging storyline that accentuates the product attributes of taste, aroma and texture of the bottle which will enable us to include a much wider mango lover base in the Slice fold.”
Swati Bhattacharya, national creative director, JWT, said, “Slice is the best tasting mango drink. Your love for any other mango drink is just a matter of habit. And this year, Slice is going to break the habit. The Slice campaign for 2013 uses pure mango pleasure as its base, mixes it up with an extra-large helping of temptation and sweetens it with a special Slice brand of mischief. With Katrina serving it up and a brand new track as accompaniment, it's going to make for an irresistible sip.”
The TVC will be supported with digital and on-ground activations, including consumer tasting.
Creative agency: JWT Delhi
National creative director: Swati Bhattacharya
Executive business director: Saurabh Saksena
Director: Karina Taira
Production house: Cutting Edge
Media planning: Mindshare
Music: Mikey McCleary
Song vocals: Shalmali Kholgade
Senior creative director and VP: Sumati Singh
VP and client servicing director: Kundan Joshee
VP and executive planning director: Pinaki Bhattacharya
Strategic planning director: Bhaskar Thakur
Client servicing director: Mukund Raina
Account manager: Shreya Chatterjee
Agency producer: Mandeep Singh