New Delhi, February 25, 2009: PepsiCo's popular mango juice drink brand - Slice kicks off the 2009 season with it's new campaign featuring brand ambassador and Bollywood's reigning queen -Katrina Kaif in a new avataar. The new TVC, directed by ace international filmmaker Jonathan Lennard, brings out the rich, sensorial and indulgent mango experience that Slice delivers in line with the philosophy of 'Aamsutra'. The commercial of Slice featuring the actress, will be on air on 27th February 2009.
Mr. Homi Battiwalla, Business Head, Juice & Juice Drinks, PepsiCo India said, "Slice has seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been loved by consumers and the, clutter-breaking positioning around Aamsutra has driven strong disruption in the Juice and Juice Drink Category. All of this has made Slice the fastest growing mango drink brand in the country and we are confident that this year's campaign will reinforce the momentum behind the brand."
Talking about the new communication, Hari Krishnan, Vice President, JWT said, "The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. While last year's commercial, was really about enumerating the principles of 'Aamsutra' or the art of experiencing pure mango pleasure with the new Slice; this year's TVC takes this indulgence to the next level and is really about a completely sensorial experience of mango whether through feel, aroma or taste. The TVC has a perfect sound track in 'Rasiya' that brings alive mango indulgence.
According to the Slice brand ambassador, Katrina Kaif, "I was very excited when I heard the script for the new Slice TVC, as the script really brought alive the philosophy of Aamsutra that has given a different interpretation to mango. The back-ground track is truly fantastic and has taken this film to the next level. In addition, its been a fantastic experience to work with the famous director-Jonathan Lennard for the first time."
According to reputed international director, Jonathon Lennard (Bang-Bang Films), "It has been a memorable experience to be associated with the 'Aamsutra' campaign as I really enjoyed bringing out the proposition of indulgence on the screen - whether through the sensual track or the rich settings. It has been pleasure to work with Katrina who has such a phenomenal screen presence and has given a brilliant performance.
The spot campaign has been produced by Bang Bang Films.
Built around the creative concept of Aamsutra the new Slice TVC of 2009 opens with Katrina decorating a room with flowers and candles in anticipation of a beautiful, romantic evening. As she slowly settles down we realize that she is really getting down to enjoy her favourite mango drink Slice. The next few moments are just about her and her indulgence with the new delicious taste and sweet aroma of Slice.
Just when we think we know the story, comes the mangoliscious twist. Katrina's, on-screen boyfriend walks in and is pleasantly surprised to find Katrina looking stunning and waiting for him…or so he thinks…
The brand will be surrounding the thematic TVC with a powerful buzz generating 360 multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets.
Mrinall Kanti Dey
General Manager - Corporate Communication
PepsiCo India Holdings