Slice has rolled out a campaign featuring brand ambassador Katrina Kaif.
Conceptualised by Wunderman Thompson, the campaign is titled #SliceItnaThickKaise and aims to spread the message of Slice being the thickest mango drink. It consists of a film in which Kaif is seen sipping on the drink before asking for possible reasons for Slice being so thick. Three different characters share their responses to the same. Kaif refutes them all and urges viewers to try it for themselves to get the answer.
Vineet Sharma, director, juices, PepsiCo India, said, “Mango based beverage category continues to grow in India with mango fans savoring beverages that offer a taste which is closest to a real mango experience. At PepsiCo, we listen to our consumers and remain focused on evolving our offerings to meet the ever-changing consumer needs. We have launched an exciting new brand campaign featuring Katrina Kaif that will further deepen the brand’s connect, increase awareness and drive trials for the new Slice in the country. We hope everyone will enjoy both the new Slice and our campaign.”
Sumati Singh, ECD and VP, Wunderman Thompson, added, “Consumer research showed that Slice is thicker than other mango drinks and this insight formed the core of our creative route. Slice ‘Itna Thick Kaise?’ delves into the fun, quirky reasons that makes the mango beverage so thick. Bringing this creative articulation alive is brand ambassador Katrina Kaif, who is seen depicting every mango lover’s delight rather effortlessly in the new TVC. We are confident that Slice ‘Itna Thick Kaise?’ will resonate strongly with consumers and set the tone for the upcoming summer season.”
The campaign is running across TV, digital, outdoor and social media.
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Watch the film conceptualised by McCann Worldgroup India