MUMBAI: PepsiCo’s mango drink, Slice, is all set to unveil its campaign featuring brand ambassador Katrina Kaif. The campaign will adopt the tagline ‘Ab Ras Barsega’ (‘Now the juice will flow’).
The campaign has been created by JWT Delhi and the TVC has been produced by Nirvana Films. It centres around the insight that mango the fruit has a special place in the quintessential Indian household.
The fruit is related to many things like indulgence and auspiciousness. Slice has captured the emotions and the passion Indians have for the fruit in its new ad film in a uniquely Indian way to welcome the onset of the mango season.
The latest commercial is a new chapter in the ‘Aamsutra’ series and it communicates the fact that there is an abundance of mangoes in every bottle of Slice. The commercial is set in a haveli (palatial mansion) with Kaif who has her rasiya (beloved) in mind. She is seen running through the corridors and the courtyard towards the fruit-laden mango tree by the river. The lyrics of the qawwali plays in the background highlight her wait coming to an end, where she celebrates by playing Ras Ki Holi - a metaphor for her uninhibited expression of joy.
PepsiCo India category director - colas, hydration and mango based beverages Homi Battiwalla 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.”
JWT NCD Swati Bhattacharya 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.”