Pepsi's Slice launches 'Aamsutra'

Published: 29 Apr 2009 19:26:49 PST

PepsiCo's popular mango juice drink brand - Slice - kicked off the 2009 season with its new 'Aamsutra' concept. According to Homi Battiwalla, business head - juice&juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post relaunch of 2008.

"South India is the leading market for mango drinks in the country. Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and other mango drinks in the country. Tamil Nadu is among the top three states and Slice is the market-leader in Tamil Nadu," he added.

Pepsi has now opted for a new brand ambassador, Katrina Kaif. "The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. Last year's commercial was about enumerating the principles of 'Aamsutra' - the art of experiencing pure mango pleasure - with the new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence," stated Hari Krishnan, vice president, JWT - the agency responsible for Slice's campaign.

The company has now opted for a 360o multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets.