The campaign including a TVC is scheduled to break nationwide on 19th February, 2011; watch the TVC here.
Neha S | Delhi | February 16, 2011
It is that time of the year again… the time to indulge in pure mango pleasure… PepsiCo’s mango drink, Slice brings in this mango season with the launch of its new campaign featuring Katrina Kaif. The campaign including a TVC is schedule to break nationwide on 19th February, 2011.
Every year, mango lovers patiently wait for their favourite fruit and the new campaign celebrates the thought of ‘Sabr Ka Phal Meetha Hota Hai’ as the first chapter in Aamsutra. Shot in the exotic locales in Thailand, the new TV commercial brings alive the sweetness of savouring the true fruit of patience. The campaign also coincides with the launch of new Mango Slice Handy Pack, priced at Rs 22.
Mango Slice ‘Aamsutra’ celebrates mango indulgence with its great taste and brand proposition personified by its brand ambassador Katrina Kaif.
The voiceover in the TVC reads, “Aamsutra kehta hai ki laalach ko jitna pakne do, milan utna hi meetha hota hai… sabr karo… sabr karo aur barasne do abr ko… gehre sunehre pe rang theharne do, bahek yeh mahekne do… kyunki sabr ka phal meetha hota hai… meethe raseele aamo se bana Mango Slice, aapse milne ke liye be-sabr hai… Mango Slice… pure mango pleasure…”
“I am very excited to be a part of the new Slice campaign as it beautifully highlights the concept of indulgence for all mango lovers including me. Set in a magical, dream like forest, the campaign celebrates mango as the sweet fruit of patience. I also relate to the theme of ‘Sabr Ka Phal Meetha Hota Hai’ as it holds true to my life and my journey in Bollywood”, said Katrina Kaif.
Homi Battiwalla, Director, Juices & Juice Drinks, PepsiCo India said, “Mango Slice continues to enjoy strong growth in the juice and juice based drinks category and we are looking forward to another exciting mango season with the launch of our new campaign and the 350ml Handy Pack. The Aamsutra series has been very well received by mango lovers and has carved a distinct brand identity in its category. With this new campaign, we have taken the concept of indulgence and pleasure to another level and look forward to creating more excitement amongst consumers.”
The on-air campaign will be supported by robust outdoor and on-ground activation. Mango Slice will soon roll out its largest ever experiential activity called ‘Mango Lounge’ to directly reach out to over 1.5 million people across India.
Apart from the new Mango Slice Handy Pack priced at Rs. 22, Mango Slice is available in various pack sizes of 200ml returnable glass bottles (Rs.9 / 10), 250ml returnable glass bottles (Rs.12), 500ml & 1.2L PET bottles at Rs. 28 and 50 respectively and 200ml Tetrapack at Rs.12.
Talking about the new communication campaign, Soumitra Karnik, Vice President and Executive Creative Director, JWT said, “The current film builds on the already popular Slice Aamsutra campaign. Aamsutra was designed as a brand idea to give the consumer a differentiated and superior mango experience. In the current TVC, the importance of 'waiting' is highlighted as one of the ways by which one can truly enhance the pleasure of enjoying the real taste of mango. The insight is true to the mango fruit which is seasonal, and we eagerly await rest of the months for it to arrive.”
Creative Agency: JWT India
Creative Director: Soumitra Karnik
Director for the film: Karina Taira
Production House: Bang Bang Films
Media Planning: Mindshare
Language: Hindi / other regional