Know Thy Breaks
Posts tagged Katrina Kaif
Slice Turns a much Desired Seductress into an Adulteress
Apr 3rd
Tagline: Slice Aamsutra Pure Mango Pleasure
Client: Pepsico
Creative Agency: JWT
Production House: Bang Bang Films
Year: 2009
This year(2009) marked the second year for the ‘Aamsutra’ campaign which has not only created a unique clutter breaking identity for Slice but has also successfully differentiated the brand in the mango juice category. Today ‘Aamsutra’ campaign enjoys top of the mind recall amongst consumers and has become synonymous with Katrina’s association with Slice. The creative thought behind the new communication was to dial up the ‘indulgence’ quotient by highlighting the brand’s core positioning of sensorial, highly pleasure driven experience, well associated with mangoes. More >
Now the Mango Pleasure Teleports You to Your Dream Destinations
Apr 3rd
Tagline: Pure Pleasure Holidays
Client: Pepsico
Creative Agency: JWT
Creative Director: Vinod P Vijay
Production House: Red Ice Productions
To strengthen its positioning as an “indulgent” drink, Slice – PepsiCo’s mango juice drink, kick-started a promotional campaign which gives consumers a chance to win an all-expense-paid holiday to various European destinations by looking under the label of Slice 500ml PET bottle.
The TVC, featuring brand ambassador Katrina Kaif begins with Kaif heading towards a bathtub full of floating mangoes ready to relax, refresh and indulge herself. The ‘rasiya’ soundtrack (used in the earlier Slice campaigns) sets up the indulgent mood, as she steps into the tub and sips her Slice. The taste figuratively transports her into a different world and she emerges to find herself at the most pleasurable destinations across Europe, like romantic Paris, the city of canal & Gondolas- Venice & the country of legends- Greece. More >
Slice ‘Just Chilled’ Kaif’s Hotness Again
Apr 3rd
Tag line: Pure Mango Pleasure
Client: Pepsico
Creative Agency: JWT
Creative Director: Prakash Verma
Production House: Nirvana Films
Year: 2010
Background: The latest Slice TVC retains the signature mango indulgence & the lilting ‘rasiya’ track & the lighting sets the mood. Katrina Kaif, the brand ambassador, thus romances with her on-screen partner on a boat journey, whispers in her sensuous tone asking her partner for a game of ‘who blinks first’ only to give into the taste of Slice. But his partner uses as enamoring Slice & drops mere a drop of it on her lips. The next couple of moments are just about her and her indulgence with the new delicious taste and sweet aroma of Slice. Likewise she couldn’t help herself from blinking & loses the game. VO in the end says- ‘Khud ko rok na paoge, Slice ki rasleela mein kho jaane se.’ More >
