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Home » Media » Press Releases » Slice

Katrina Ka Number Crown Ke Under

Mango Slice brings its consumers closer to Katrina Kaif in a unique interactive campaign

New Delhi, February 13, 2012: Slice, known for its luscious Mango taste and unmatched experience of providing Pure Mango Pleasure, has a special surprise for you in each of its glass bottles… You have admired your favorite actress, Katrina Kaif on the big screen and in Slice advertisements; ever thought how it would be to meet her in person? What will it take to ask the reigning Bollywood queen out on a date? Think no more, as Mango Slice has plans to bring you closer to Katrina through a unique interactive promotion, ‘Katrina Ka Number, Crown Ke Under’.

Every Slice crown has a mobile number. Consumers just need to call on the number, and if they are lucky, they can win a date with Katrina Kaif herself! From February 14th to March 31st, one lucky winner everyday will win a date. Those who do not win the date, will win collectible Slice merchandize or a personalized digital wallpaper.

Known for its sensuous and aesthetic TV campaigns, this Slice campaign is also led by a beautifully shot ad film that shows Katrina Kaif inside a Slice bottle. Directed by Cannes Gold winning director, Prakash Varma, the commercial was shot underwater in Thailand. Renowned Hollywood cinematographer, Victoria Turpin, has artistically captured underwater visuals that give Katrina an ethereal and magical look inside the bottle.

Homi Battiwalla, Director - Juices and Juice Drinks, PepsiCo India said, “Slice is all about the indulgence and pleasure that is bottled in every single pack, and the concept of this unique initiative is to offer an unforgettable experience to our consumers via every bottle of Slice. Starting from the excitement of finding a number that could lead one to Katrina Kaif, to actually spending a memorable evening with her, it is something that only Slice can offer. We have focused extensively on building engagement with our consumers via exciting experiences planned online and on-ground, including holographic projections, interactive outdoors, exciting web interfaces and larger-than-life ‘Katrina in a Slice bottle’ installations, amongst many others. Mango Slice continues to enjoy strong growth in the juice and juice based drinks category. We are confident this interactive promotion will surprise and engage our consumers, and further drive consumption,” he added.

“I am very excited to be a part of this new Slice campaign – it is a refreshing concept that brings me closer to my fans. Slice ads are a lot about the breath-taking visuals… while last year the setting was a rainforest, this time I am in a bottle, waiting to be rescued. It is a fantasy based film for which I shot underwater; it captures the essence of Slice in a completely new setting. More than anything, I am looking forward to meeting my fans who are able to find my number under the crowns of Slice bottles”, said, Slice Brand Ambassador, Katrina Kaif.

The promotion starts on Valentine’s Day, February 14th and will go on till March 31st across the country. Consumers simply have to look under the crown of a Slice glass bottle and dial the number given there. One lucky winner everyday will get to win a date with Katrina Kaif! All consumers will get to hear some really surprising and humorous messages, from people who know Katrina! This promotion is valid only on 200ml and 250ml glass bottles of Mango Slice.

There is a whole lot of fun, exclusive previews and exciting contests planned on the brand’s Facebook page. Log on to http://www.facebook.com/sliceaamsutra to know more

This promotion is valid only on 200ml and 250ml returnable glass bottles of Mango Slice. The product is available in all other regular pack sizes i.e. 350ml, 500ml, 1.2 L & 1.8 L PET bottles and 200ml Tetrapak.

Campaign details:

  • Creative Agency:                                       JWT
  • Executive Business Director:                      Saurabh Saksena
  • National Creative Director:                          Swati Bhattacharya
  • Director for the film:                                   Prakash Varma
  • Production House :                                    Nirvana Films
  • Media Planning:                                        Mindshare
  • Language:                                                 Hindi, other regional
  • Duration:                                                  30 seconds (TVC) & 15 seconds (short product film)

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. With an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and fast growing brands i.e. Nimbooz and Aliva

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world. In 2010, PepsiCo India gave back 4 billion liters more water than what it consumed, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. For more information, please visit www.pepsicoindia.co.in

For further details, please contact:

Sophia Christina / Kuheli Ray                                            Nitin Yadav
Genesis Burson-Marsteller                                                  PepsiCo India
Mob:+ 91 9999161478 / +91 9999783541                             Mob: +91 9811278920
sophia.christina@bm.com/kuheli.ray@bm.com       nitin.yadav@pepsico.com