MUMBAI: Powdered beverageTang, which was introduced last year in India through Cadbury India, has announced the launch of the thick Tang Mango flavour in India.

Tang Mango will be introduced through a new TVC campaign. Developed by Bates, the campaign is based on the theme of "Surprising Thickness", creatively rendered as ‘isse bas kha jao‘. The message is that one will need to eat the drink relating it to the experience of consuming a mango.

Kraft Foods director, powdered beverages, gum answer candy Narayan Sundararaman said, "We are extremely happy to announce the launch of Tang Mango, the first product in the Indian powdered beverage category in a unique thick format. Our consumer research showed that consumers prefer mango drinks that are thick, pulpy and gives them the mango flavour and experience. Tang Mango has been developed in line with consumer expectations of consuming a thick and juicy mango flavoured beverage."