Slice has rolled out a film through which it's inviting consumers to take a 'taste test'.
Titled ‘Sabse Thick Sabse Tasty’ (most thick and tasty), the film features Katrina Kaif. A fan approaches her for an autograph and states that while she's his favourite, her drink on the table, a bottle of Slice isn't. He holds up his mango drink bottle and states that he prefers this bottle. Kaif asks him for the bottle and pours the other drink in a glass before asking him to take blind taste challenge. The man drinks both and ultimately picks the glass which has Slice in it. The film signs off with Kaif, giving the man an autograph - her lip impressions on a tissue paper.
The film has been conceptualised by Wunderman Thompson.
Anuj Goyal, associate director, Tropicana and Slice, PepsiCo India, said, “Consumers have expressed immense love for Slice which is a testament to our confidence in the product. However, we wanted to take a step further and encourage our consumers to take the new Sabse Thick Sabse Tasty blind taste challenge to bolster Slice’s position as the tastiest and thickest mango drink in India. We are excited to reach out to our consumers this summer through this campaign featuring the incomparable Katrina Kaif.”
Along with television, the film will run across digital. The campaign also has outdoor and social media legs.