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Katrina Ka Number Crown Ke Under!

Conceptualised by JWT, the campaign kicks off with a TVC that shows Katrina Kaif trapped in a bottle of Slice

Katrina Ka Number Crown Ke Under!

Conceptualised by JWT, the campaign kicks off with a TVC that shows Katrina Kaif trapped in a bottle of Slice

BestMediaInfo Bureau | Delhi | February 14, 2012

PepsiCo India has unveiled a new consumer engagement initiative for its brand Slice, known for its luscious mango taste. What will it take to ask Bollywood queen Katrina Kaif out on a date? It’s possible as Mango Slice 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. All you have to do is to call on that number, and if you’re lucky, you could win a date with Katrina Kaif! From February 14 to March 31, 2012, one lucky winner everyday will win a date. Even if you don’t win a date, you will definitely win collectible Slice merchandise or personalised digital wallpaper.

Known for its sensuous and visually arresting advertising, the brand has shot an ad film that shows Katrina trapped in a bottle of Slice. Directed by Cannes Gold winning director Prakash Varma, the ad was shot underwater in Thailand. Renowned Hollywood cinematographer Victoria Turpin has captured underwater visuals that give Katrina an ethereal and magical look inside the bottle.

Watch the TVC here:


“I am very excited to be a part of this new Slice campaign. It’s a refreshing concept that brings me closer to my fans. Slice ads are a lot about the breathtaking visuals. While last year the setting was a rain forest, this time I am in a bottle, waiting to be rescued. It is a fantasy based film for which I shot underwater. 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.

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. We are confident this interactive promotion will surprise and engage our consumers, and further drive consumption.”

Consumers simply have to look under the crown of a Slice glass bottle and dial the number given there. The promotion is valid only on 200ml and 250ml glass bottles of Mango Slice.

  • 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

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