Slice launches new campaign featuring Katrina Kaif in bridal avatars

In the first ever innovation of its kind in the mango drink category, Slice has launched 3 new exciting flavours giving Indian consumers an experience of their favourite mango varieties from across the country. These 3 limited edition mango offerings from Slice include the sweet and golden Banganapalli from the South, the juicy Kesar from Gujarat and the royal Dussehri from Lucknow.

The brand known for mango indulgence, has launched these innovations with its new campaign Slice SwayAAMvar featuring Bollywood’s reigning queen and brand ambassador, Katrina Kaif in 3 bridal avatars asking consumers to help her choose her favourite mango. Mango lovers across the country can vote for their favourite flavor and get a chance to win a date with Katrina! The contest is active from 25th March till 10th June, with a winner being declared every 10 days.

The campaign starts off with a teaser television commercial (TVC) where Katrina Kaif has been seen dressed as a bride, going across the country in a beautiful palanquin, in search of her favourite mango. This will be followed by 3 breathtaking TVCs, each depicting Katrina in a different bridal avatar representing the region from which these mangoes originate – Lucknow, Gujarat & South.

Deepika Warrier, VP-Marketing, PepsiCo India said, “Slice, as a brand has always stood for mango indulgence. With this first of its kind innovation in the category, we have taken mango indulgence to the next level by getting consumers to experience 3 of their most loved mango varieties from across the country. We have a powerful engagement built into the campaign with Katrina asking consumers to vote for their favourite mango.”

Katrina Kaif, the brand ambassador for Slice, said, “Feels great to be back in yet another innovative campaign by Slice. Slice Swayaamvar is a unique concept that celebrates 3 of the most loved mango flavours in India and promises to create a magical mango experience. I was floored by the concept and the 3 elegant bridal looks and this is the first time I have dressed as 3 different brides for a campaign. I am also thrilled since this time around I will get to meet Slice consumers through the voting contest. I can't wait to see the consumer response. I need their help with the Slice Swayaamvar to find my perfect mango match.”

Swati Bhattacharya, National Creative Director, JWT said, “Slice has always been a love affair between the mango and the mango lover. Which is why we came up with the idea of Slice SwayAAMvar with Katrina dressed up as three beautiful brides asking consumers to help her choose her ‘rasiya’. We are very thrilled with this campaign and are confident that Swayaamvar will add to the legacy of Aamsutra and Rasiya, and bring Slice even closer to Indian mango lovers”.

The on-air campaign will be supported by powerful 360 incl. a first ever immersive digital film experience exclusively available on the Slice website, www.mangoslice.in.

Apart from the regular Slice bottles, the new flavours will be available in 500ml and 600ml packs across different markets.