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Home » Media » Press Releases » Slice Taste Challenge

Slice Taste Challenge

Iske Samne Sab Pheeka Padh Jayega

Mango Slice promises consumers that after indulging in the Slice experience, they will look no further

New Delhi, March 6, 2013: This season PepsiCo’s popular mango drink, Slice is all set to engage its existing and new consumers with the ‘Slice Taste Challenge’. Featuring brand ambassador, Katrina Kaif, the new campaign promises consumers an unmatched mango experience with Slice, after which they will not look beyond Slice. The campaign reaches out to all mango lovers and entices them with the superior attributes of Slice – taste, aroma, colour and the new mango inspired packaging and is aptly titled “Iske Samne Sab Pheeka Padh Jaayega”.

The main film starts on a playful note with Katrina, a young man and another woman strolling in a beautiful meadow of flowers with picnic baskets. The foot tapping remix of a classic Hindi song “Haal Kaisa Hai Janab Ka” sung by Bollywood’s latest singing sensation, Shalmali Kholgade, sets the mood with the appealing visuals hinting at a love triangle. Katrina blind-folds the man, who chooses between Slice and another mango drink… losing his heart to the right one in the process. Similarly, after getting seduced by the rich aroma and then indulging in its premium taste, consumers will surely fall for the best mango drink, Slice.

Homi Battiwalla, Category Director - Colas, Hydration and Mango Based Beverages, PepsiCo India said, “Our campaigns have always highlighted the pure mango pleasure promise of Slice in an aesthetic, sensuous and appealing manner. However, for the first time we are talking about Slice as the most delicious mango drink jiske samne sab pheeka padh jayega. The creative route dwells upon the proposition of the Slice Taste Challenge with an engaging story line that accentuates the product attributes of taste, aroma and texture of the bottle which will enable us to include a much wider mango lover base in the Slice fold.”

“As always, I am very excited to be a part of the new Slice campaign - it’s an interesting concept that highlights the taste and superior experience of Mango Slice. The playfulness about the story is quite infectious and for the first time there is a hint of a love triangle. Slice is the best tasting mango beverage and that’s what the campaign conveys… it invites people to give up any other drink and go for Slice. Sometimes, it’s good to leave old habits behind and discover finer things in life”, added Katrina Kaif, Actor and Brand Ambassador, Mango Slice.

The on-air campaign will be supported by robust on-line and on-ground activation including consumer tasting.

The campaign coincides with the launch of a new Mango Slice PET pack in multiple sizes. Inspired by a diced mango, the new design gives the bottle a distinct feel that can be recognised even with closed eyes.

Talking about the new campaign, Swati Bhattacharya, National Creative Director, JWT said, “We’re going to tell you a couple of things you didn’t know. Slice is the best tasting mango drink. Your love for any other mango drink is just a matter of habit. And this year, Slice is going to break the habit.
The Slice campaign for 2013 uses pure mango pleasure as its base, mixes it up with an extra-large helping of temptation and sweetens it with a special Slice brand of mischief. With Katrina serving it up and a brand new track as accompaniment, it's going to make for an irresistible sip.

To know more about Slice Taste Challenge, log on to http://www.facebook.com/sliceaamsutra and follow @Sliceaamsutra

Campaign details: (to be checked)

  • Creative Agency:                                                     JWT Delhi
  • National Creative Director:                                   Swati Bhattacharya
  • Executive Business Director:                               Saurabh Saksena
  • Director for the film:                                                Karina Taira
  • Production House:                                                 Cutting Edge
  • Media Planning:                                                      Mindshare
  • Language:                                                                Hindi / other regional
  • Duration:                                                                  45 seconds
  • Music:                                                                       Mikey McCleary
  • Song Vocals:                                                            Shalmali Kholgade
  • Senior Creative Director and VP:                         Sumati Singh
  • VP & Client Servicing Director:                             Kundan Joshee
  • VP & Executive Planning Director:                       Pinaki Bhattacharya
  • Strategic Planning Director:                                 Bhaskar Thakur
  • Client Servicing Director:                                      Mukund Raina
  • Account Manager:                                                  Shreya Chatterjee
  • Agency Producer:                                                   Mandeep Singh

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 extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names trusted across the country.

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, 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:

Sophia Christina / Kuheli Ray                                                       Nitin Yadav

Genesis Burson-Marsteller                                                           PepsiCo India

sophia.christina@bm.com / kuheli.ray@bm.com                    +91 9811278920

+ 91 9999161478 / +91 9999783541                                          nitin.yadav@pepsico.com