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Slice launches India’s most loved mango varieties with 3 new flavours in
Slice SwayAAMvar

Features Katrina in 3 never seen before bridal avatars asking consumers to help
choose her favourite mango

New Delhi, April 7, 2014: In the first ever innovation of its kind in the mango drink category, Slice has launched 3 new exciting flavours giving Indian consumers an experience of their favourite mango varieties from across the country. These 3 limited edition mango offerings from Slice include the sweet and golden Banganapalli from the South, the juicy Kesar from Gujarat and the royal Dussehri from Lucknow.

The brand known for mango indulgence, has launched these innovations with its new campaign Slice SwayAAMvar featuring Bollywood’s reigning queen and brand ambassador, Katrina Kaif in 3 bridal avatars asking consumers to help her choose her favourite mango. Mango lovers across the country can vote for their favourite flavor and get a chance to win a date with Katrina! The contest is active from 25th March till 10th June, with a winner being declared every 10 days.

The campaign starts off with a teaser television commercial (TVC) where Katrina Kaif has been seen dressed as a bride, going across the country in a beautiful palanquin, in search of her favourite mango. This will be followed by 3 breathtaking TVCs, each depicting Katrina in a different bridal avatar representing the region from which these mangoes originate – Lucknow, Gujarat & South.

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.”

Katrina Kaif, the brand ambassador for Slice, said, “Feels great to be back in yet another innovative campaign by Slice. Slice Swayaamvar is a unique concept that celebrates 3 of the most loved mango flavours in India and promises to create a magical mango experience. I was floored by the concept and the 3 elegant bridal looks and this is the first time I have dressed as 3 different brides for a campaign. I am also thrilled since this time around I will get to meet Slice consumers through the voting contest. I can't wait to see the consumer response. I need their help with the Slice Swayaamvar to find my perfect mango match.”

Swati Bhattacharya , National Creative Director, JWT said, “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”.

The on-air campaign will be supported by powerful 360 incl. a first ever immersive digital film experience exclusively available on the Slice website, www.mangoslice.in.

Apart from the regular Slice bottles, the new flavours will be available in 500ml and 600ml packs across different markets.

Campaign details :

  • Creative Agency:
  • JWT
  • National Creative Director:
  • Swati Bhattacharya
  • Executive Business Director:
  • Babita Baruah
  • Executive Planning Director:
  • Pinaki Bhattacharya
  • Director for the film:
  • Karina Taira
  • Media Planning:
  • Mindshare
  • Language:
  • Hindi, Bengali, Marathi, Tamil and Kannada
  • Duration:
  • 20 sec

    Katrina’s look:                             Designed by Anaita Shroff Adajania

    About PepsiCo India

    PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

    PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

    For further information, please contact:

    Farheen Khan/ Shanu Vaid                              Nitin Yadav

    Genesis Burson-Marsteller                              PepsiCo India

    +91 9999026784/ +91 9873089693             +91 9811278920

    farheen.khan@bm.com /shanu.vaid@bm.com nitin.yadav@pepsico.com