Conceptualised by Wunderman Thompson, the new Slice Itna Thick Kaise campaign aims to engage with the audiences in a quirky manner.
Ahead of the mango season this year, PepsiCo has launched a new TVC to express that Slice is the thickest mango drink in the market. The claim has been substantiated by independent research conducted by Nielson. The new TVC features actor and brand ambassador Katrina Kaif. The TVC would be amplified across TV, digital, outdoor and social media.
Speaking on the occasion, Vineet Sharma, Director, Juices, PepsiCo India said, “Mango based beverage category continues to grow in India. At PepsiCo, we listen to our consumers and remain focused on evolving our offerings to meet the ever-changing consumer needs. The new brand campaign featuring Katrina Kaif will further deepen the brand’s connect, increase awareness and drive trials for the new Slice in the country.”
Speaking on the campaign, Katrina Kaif, Brand Ambassador, Slice said, “My association with Slice goes back over a decade and is reflective of the love I have for the brand. The new creative comically captures how Slice has become even more indulgent, stylised in a retro and modern fashion. I’m eager for the new campaign to hit the screens and for the audience to enjoy Slice even more than before.”
Sumati Singh, Executive Creative Director & VP from Creative Agency, Wunderman Thompson further added, “Consumer research showed that Slice is thicker than other mango drinks and this insight formed the core of our creative route. The campaign delves into the fun, quirky reasons that make the mango beverage so thick. Bringing this creative articulation alive is brand ambassador Katrina Kaif. We are confident that the TVC will resonate strongly with consumers and set the tone for the upcoming summer season.”