MUMBAI: PepsiCo’s mango drink, Slice, will launch its new campaign featuring its brand ambassador Katrina Kaif on 19 February.

The 40-second TVC (television commercial) will also be supported by outdoor and on-ground activation. Mango Slice is also planning to roll out its experiential activity called ‘Mango Lounge’ across India.

JWT has created the ad, which is directed by Karina Taira and has been shot in Thailand. The new TVC also coincides with the launch of new Mango Slice Handy Pack.

JWT vice president and executive creative director Soumitra Karnik said, "The current film builds on the already popular Slice Aamsutra campaign. Aamsutra was designed as a brand idea to give the consumer a differentiated and superior mango experience. In the current TVC, the importance of ‘waiting’ is highlighted as one of the ways by which one can truly enhance the pleasure of enjoying the real taste of mango. The insight is true to the mango fruit which is seasonal, and we eagerly await rest of the months for it to arrive."

"I am very excited to be a part of the new Slice campaign as it beautifully highlights the concept of indulgence for all mango lovers including me. Set in a magical, dream like forest, the campaign celebrates mango as the sweet fruit of patience. I also relate to the theme of ‘Sabr Ka Phal Meetha Hota Hai’ as it holds true to my life and my journey in Bollywood," said Katrina Kaif.

PepsiCo India juices and juice drinks director Homi Battiwalla added, "Mango Slice continues to enjoy strong growth in the juice and juice based drinks category and we are looking forward to another exciting mango season with the launch of our new campaign and the 350ml Handy Pack. The Aamsutra series has been very well received by mango lovers and has carved a distinct brand identity in its category. With this new campaign, we have taken the concept of indulgence and pleasure to another level and look forward to creating more excitement amongst consumers."