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Home » Media » Press Releases » Slice

Ab Ras Barsega…

Slice celebrates the Great Indian Romance with Mango

Launches new campaign featuring Katrina Kaif to welcome the mango season

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New Delhi, April 2012: PepsiCo’s popular mango drink, Slice is all set to celebrate the great Indian romance with mango through its new campaign featuring brand ambassador Katrina Kaif. Mango has a special place in every Indian household and everyone has an indulgence story to tell… mango is auspicious, mango is pleasure and mango is bliss. Inspired by the same passion for the fruit, Slice has captured the emotions in its new ad film in a uniquely Indian way to welcome the onset of the mango season

Click here for the TVC
Click here for behind the scenes with Katrina’s quotes
Click here for high res images

Accompanied by the tagline, ‘Ab Ras Barsega’, the latest commercial is a new chapter in the extremely popular ‘Aamsutra’ series, and it celebrates the abundance of mangoes in every bottle of Slice. Set in a beautiful haveli (palatial mansion), the new campaign presents Katrina in a playful mood with her rasiya (beloved) in mind. She is seen running through the corridors and the courtyard towards the fruit-laden mango tree by the river, while a qawwali plays in the background. The lyrics highlight her wait coming to an end, where she celebrates by playing Ras Ki Holi - a metaphor for her uninhibited expression of joy.

Inn naino mein,
Kajra na bhaaye aaj…
Bahut hui hai yeh aankh micholi,
Aaj khelungi main ras ki holi….

“Every Slice film is a whole new experience, and though this is my seventh film with the brand, I feel nervous and excited like it is my first one again! That’s probably because ‘Ab Ras Barsega’ presents me in a whole new avatar. The look is refreshingly new, yet royal and sensuous. I had a great time shooting for the ad and I especially love the qawwali that is simply magical. I’m sure Mango Slice fans will enjoy watching the new campaign, right at the onset of the mango season!” said Katrina Kaif.

The romance in the TVC is brought alive in a beautiful river-side haveli in Orchha (Madhya Pradesh). The film has been directed by Cannes Gold winning Director, Prakash Varma, who is known for his stunning visuals and storytelling.

Homi Battiwalla, Category Director - Colas, Hydration and Mango Based Beverages, PepsiCo India said, “Our new campaign, Ab Ras Barsega captures the essence of Slice and its deep relationship with the mango fruit in India. With a distinct Indian look, mesmerizing background score and engaging narration; we have attempted to create a unique, playful yet sensuous mood, which we are confident will be appreciated by mango fans. We look forward to another exciting summer season and maintain the strong growth momentum in the juice and juice based drinks category.”

Mango Slice is available in various pack sizes of 200ml returnable glass bottles (Rs. 9 / 10), 250ml returnable glass bottles (Rs.12/13), 350ml (Handy pack ), 500ml & 1.2L PET bottles at Rs. 20, Rs. 25 and 55 respectively and 200ml Tetrapak at Rs.12.

Talking about the new campaign, Swati Bhattacharya, National Creative Director, JWT said, “The mango has always been a tyrannical lover. A lover that makes us wait for ten months for those two months of fulfillment and leaves immediately after. Slice is man's sweet revenge on the mango. And this film is a celebration of the same. The wait, over. The tables, turned. The indulgence, flowing like never before.”

To know more about Ab Ras Barsega; log on to : http://www.facebook.com/sliceaamsutra

Campaign details:

Creative Agency: JWT Delhi
National Creative Director: Swati Bhattacharya
Executive Business Director: Saurabh Saksena
Executive Planning Director: Atika Malik
Director for the film: Prakash Verma
Production House: Nirvana Films
Media Planning: Mindshare
Language: Hindi / other regional
Duration: 45 seconds
Katrina’s look: Falguni & Shane Peacock
Qawwali: Music: Anandh; Vocals: Karsan Sagatia and Kirti Sagatia (Hindi)

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
Email: sophia.christina@bm.com / kuheli.ray@bm.com +91 9811278920
+ 91 9999161478 / +91 9999783541 nitin.yadav@pepsico.com