Advertisment

Slice goes surreal and mangolicious

Riding on the back of brand ambassador Katrina Kaif, the mango beverage from PepsiCo has unveiled a new television commercial for this summer

author-image
BestMediaInfo Bureau
New Update
Slice goes surreal and mangolicious

Slice goes surreal and mangolicious

Riding on the back of brand ambassador Katrina Kaif, the mango beverage from PepsiCo has unveiled a new television commercial for this summer

BestMediaInfo Bureau | Mumbai | April 27, 2016

Slice-TVC Click on the image to watch the TVC.

As the sun gets hotter across the country, beverage brand Tropicana Slice has launched a fresh communication to attract customers. The new television commercial, conceptualised by J Walter Thompson, features their brand ambassador Katrina Kaif chewing a bottle of Slice.

Since its launch in 1993, Tropicana Slice has grown to become one of the most loved mango drinks winning hearts of its consumers through campaigns like 'Aamsutra' and 'Slice Swayaamvar'. The previous communications have always played on the pleasure of the taste of mango pulp.

The 40-second TVC, with the tagline 'Har ghoont ras bhara aam', the communication extends the brand's proposition of mango indulgence.

Vineet Sharma, Associate Director, Marketing, Tropicana, PepsiCo India, said, “Tropicana Slice is all about the indulgence and pure mango pleasure and has always created a powerful appeal across India. The film celebrates the immersive experience of pure mango pleasure through the creative route of a Tropicana Slice bottle inspired by a diced mango. Kaif's new look in this film is sure to surprise and engage our consumers and will only enhance the style quotient of having Tropicana Slice this summer.”

The film opens with Katrina sitting in an outdoor café enjoying the immersive experience of having a mango – the mango juice flowing through her fingers while she bites into a Tropicana Slice bottle that is inspired by a diced mango. The brand has used imaginations to depict how sipping Slice is equivalent to chewing the mangos and enjoying pulp, in all their previous ad films.

Babita Baruah Babita Baruah

Speaking about the creative thought behind the ad films, Babita Baruah, Senior Vice-president and Head, PO1 Unit, JWT, said, “Through this new ad campaign for Slice we wanted to keep it very simple and yet refreshing. 'Har boond ras bhara aam' accentuates how each drop of Slice gives you the taste of real mangoes and can even compel you to order one for yourself. The film is sensuous, surreal and mangolicious which was the very idea.”

The industry has given the commercial good marks for being high on 'recall'. Nilesh Vaidya, Director. Workship Communications, said, “Tropicana Slice and Katrina Kaif have become a topic of memes and WhatsApp jokes, so I expected more of the same when I started watching this film. But I must admit that despite everything I've seen earlier, I quite liked the commercial. Why? Because at least it dramatises the 'as good as having a mango' idea in a slightly unexpected way, and doesn't make you laugh with the usual 'Katrina making love to a mango' storyline.”

The campaign will unfold with a 360-degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print and TV.

 The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: JWT

Chief Creative Officer: Senthil Kumar

Executive Creative Director: Sumati Singh

AVP & Senior Creative Director: Amitav Misra

VP & National Films Head: Anupama Ahluwalia

Senior VP & Head, PO1 Unit: Babita Baruah

VP & CSD: Jaibeer Ahmed

National Planning Director: Mythili Chandrasekar

Director: Karina Taira

Production: Cutting Edge Pictures

Executive Producer: Billoo Sandhu

Info@bestmediainfo.com

Info@BestMediaInfo.com

Advertisment