MUMBAI: PepsiCo’s mango juice drink brand Slice, kicks off the 2009 season with its new campaign featuring brand ambassador Katrina Kaif. The new TVC is directed by international filmmaker Jonathan Lennard. The commercial of Slice featuring the actress, will be on air on 27 February, 2009.
PepsiCo India Juice & Juice Drinks business head Homi Battiwalla said, "Slice has seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been loved by consumers and the, clutter-breaking positioning around Aamsutra has driven strong disruption in the Juice and Juice Drink Category. All of this has made Slice the fastest growing mango drink brand in the country and we are confident that this year’s campaign will reinforce the momentum behind the brand."
Talking about the new communication, JWT vice president Hari Krishnan added, "The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. While last year’s commercial, was really about enumerating the principles of ‘Aamsutra’ or the art of experiencing pure mango pleasure with the new Slice; this year’s TVC takes this indulgence to the next level and is really about a completely sensorial experience of mango whether through feel, aroma or taste. The TVC has a perfect sound track in ‘Rasiya’ that brings alive mango indulgence."
Kaif said, "I was very excited when I heard the script for the new Slice TVC, as the script really brought alive the philosophy of Aamsutra that has given a different interpretation to mango. The back-ground track is truly fantastic and has taken this film to the next level. In addition, its been a fantastic experience to work with the famous director-Jonathan Lennard for the first time."
The spot campaign has been produced by Bang Bang Films.