Katrina recreates Aamsutra for Slice

Building on the ‘sensual indulgence’ platform launched last year with the ‘Aamsutra’ campaign, PepsiCo has unveiled the latest initiative for Slice, once again featuring brand ambassador Katrina Kaif.

Watch the TVC here:

Produced by Bang Bang Films, the new Slice TVC opens with Katrina decorating a room with flowers and candles in anticipation of a beautiful, romantic evening.  As she slowly settles down, the viewers realize that she is really getting down to enjoy her favourite mango drink Slice. The next few moments are just about her and her indulgence with the new delicious taste and sweet aroma of Slice. Just then Katrina’s on-screen boyfriend walks in and is pleasantly surprised to find Katrina looking stunning and ostensibly waiting for him.

“The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence," said Hari Krishnan, vice president, JWT adding, “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.”

"Slice has seen powerful consumer momentum post the re-launch of 2008 and the, clutter-breaking positioning around Aamsutra has driven strong disruption in the juice and juice drink category,” said Homi Battiwalla, business head, juice and juice drinks, PepsiCo India.