Tropicana Slice continues to showcase the sensuous way to enjoy a mango

Tropicana Slice from PepsiCo India has rolled out its new ad campaign – ‘Har ghoont ras bhara aam’. Featuring brand ambassador Katrina Kaif, the new ad campaign, conceptualised by J. Walter Thompson, brings back the Bollywood diva in a new look as she continues to celebrate her love for mango.

Over the years, Tropicana Slice has stood for mango indulgence and ‘Har ghoont ras bhara aam’ brings alive this proposition in an all new campaign this year. The film shows Katrina sitting in a beautiful outdoor café enjoying the immersive experience of having a mango. The mango juice flowing through her fingers while she bites into a Tropicana Slice bottle that is inspired by a diced mango, makes Katrina forget about the world around her, leaving onlookers mesmerised.

Vineet Sharma, Associate Director – Marketing, Tropicana, PepsiCo India, commented, “Tropicana Slice is all about the indulgence and pure mango pleasure and has always created a powerful appeal across India. The film celebrates the immersive experience of pure mango pleasure through the creative route of a Tropicana Slice bottle inspired by a diced mango. Katrina’s new look in this film is sure to surprise and engage our consumers and will only enhance the style quotient of having Tropicana Slice this summer.”

Elaborating on the creative thought behind the ad films, Babita Baruah, Senior Vice President and Head, PO1 Unit, J. Walter Thompson, said, “Through this new ad campaign for Slice, we wanted to keep it very simple and yet refreshing. ‘Har boond ras bhara aam’ accentuates how each drop of Slice gives you the taste of real mangoes and can even compel you to order one for yourself. The film is sensuous, surreal and mangolicious, which was the very idea.”

While speaking on the experience of working on the campaign, Katrina Kaif said, “I am very excited to be a part of this new Tropicana Slice campaign, which celebrates love for mango like never before. We are all extremely excited to see the reactions of the Tropicana Slice fans. I hope everybody likes my new look and relates to my love for mangoes through this campaign.”

The campaign will unfold with a 360- degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print and TV.

Since its launch in 1993, Tropicana Slice has grown to become one of the most loved mango drinks, winning hearts of its consumers through campaigns like ‘Aamsutra’ and ‘Slice Swayaamvar’.

Campaign credits:
Client: PepsiCo India
Brand: Tropicana Slice
Creative agency: JWT
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Sumati Singh
AVP & Senior Creative Director: Amitav Misra
VP & National Films Head: Anupama Ahluwalia
Senior Vice President and Head, PO1 Unit: Babita Baruah
Vice President & CSD: Jaibeer Ahmed
National Planning Director: Mythili Chandrasekar
Director: Karina Taira
Production: Cutting Edge Pictures
Executive Producer: Billoo Sandhu