Posts tagged Aamsutra

Tagline: Slice Aamsutra Pure Mango Pleasure

Creative Agency: JWT

Year: 2008

Now, the passion of mangoes has been leveraged with ‘Aamsutra’, an attempt to derive the same kind of pleasure from the drink that one gets from real mangoes. A mango’s seasonality makes it aspirational and it is obvious for the fruit heritage to filter into the brand. As fun and frolic have been associated with mango drink advertising forever, Slice thought of introducing the sensuality element of mangoes. The sensual positioning (which is often a chocolate/liquor brand’s territory) for Aamsutra is different from the rest as they have taken the mango association beyond kids plucking it from trees, having made Slice a brand for pleasure seekers – something unexplored by other brands.

The TVC opens with Katrina Kaif, the brand ambassador, walking into her living room where her on-screen partner is reading sat on a sofa. Then she heads to the chair with a feline grace (as her name ‘Kat’ suggests) in front of the guy. Sat on the chair she deludes the guy from his occupation with her seductive looks & the song (played in background). Though the background song is simple like those nursery rhymes, it is quite ambiguous especially due to the lilt, intonation & well-intended pauses.

As Katrina who embodied all the qualities of a mango in a true sense, asks her partner (or the viewers indirectly) to Aa tu chakh le zara; thaam le & Ungaliyan usspe kas. Then she gently opens up the bottle caressing in-sync to the background track & slowly takes the first sip of this ‘forbidden apple’ of our times. Enamoured enough, seemingly not with the seductress, in fact with Slice, the hero of the film covers her eyes from behind her & takes away drink from her hold.

The VO closes the film saying- Raseele aam ka anand lene ka khaas andaaz, naye Slice mein hai.

It is so creative.. I vouch for this thought process completely… I mean who could think ever before to have a sexual connotation to a mango drink. Kaif has been an excellent choice.Visuals are again unique for a mango drink, but the excess white reminds me of Air Conditioner Ads!

Slice brought Katrina Kaif on board, making her the first star to endorse the brand. Kaif has lent style to the brand, which was required for the creative needs of the concept of indulgence.

The brand was also revamped – a new look, a new three-dimensional logo, reformulation of the taste, and a fresh concept – Aamsutra – the art of experiencing mango pleasure.

JWT viewed the opportunity to disrupt the category codes and reposition Slice as an indulgent mango drink for adults, which gives one nothing but pure pleasure.