Mudra Max helps Pepsico present a Slice of Mango indulgence

Company Brief

New Delhi, April 21, 2011

Mudra Max has launched an innovative on-the-ground promotional activation for Slice, PepsiCo's popular and refreshing mango drink. From March - June 2011, it has stationed Mobile - Slice Mango Lounges at multiple high traffic locations in 60 plus cities pan India to provide a never-before, encompassing-all-the-senses experience to consumers. The key task is to make the target audience taste mango packaged in the form of Slice, enjoy every sip of it and indulge them into pure mango pleasure.

The Slice Mango Lounges have been created out of four buses to provide an environment and experience that is intended to WOW the consumer. The visitors are welcomed into its air conditioned interior with a refreshing wet-wipe and settled into a comfortable seat (bean bags, bar stools or recliners) surrounded with the pleasant mango fragrance. They are then served exotic Slice based mocktails and can sit back, relax and can watch Katrina Kaif's special message for them, watch the TVC and it's making on the plasma screens installed inside the lounge. To round off the experience, on their exit, they are presented with mango flavored chocolates and discount coupons. Slice Mango Lounges will refresh over 1.5 million mango lovers by the end of the campaign.

Speaking on the campaign, Sanjay Kacker, Sr. VP, Celsius, Mudra Max said, "Bringing the product to life' was the objective and we were successful in doing so, thus allowing the end consumers to actually sense & feel the brand closely. This innovative use of consumer sampling will not only give the consumer a taste but will also help drive consumption via repeat purchase."

Says Homi Battiwala, Director Juices & Juice drink, PepsiCo India, "Experiential sampling in small towns is a big priority for brand Slice this year, and the Slice Mango Lounge activation conceptualized by Mudra Max does a great job of driving this priority. The lounge has been on road for over six weeks now and we are delighted with the consumer traction and response. Look forward to Mudra continuing with their expertise in innovative activations with efficient operations and consumer insights. Keep it up team Mudra!"

For further information, please contact:

CMCG India

Anshul Raj

Mobile: +919029429065

Email: newswatch3@cmcgindia.com