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The brand's new ad film features ambassador Katrina Kaif.
Summer's here, and so are beverage brands with their respective summer campaigns. And back, for the eighth year, is brand ambassador Katrina Kaif who once again, features in Tropicana Slice's new ad, in which she bites straight into the Slice bottle.
Conceptualised by JWT India, the commercial begins with Kaif in a café where she orders a Slice. When her order arrives, she refuses the glass, and instead bites into the diced neck of the bottle that morphs into a juicy mango! Then, of course, are the ritualistic zoom-ins and close-ups of her indulging in the fruit. So irresistible is her indulgence that onlookers are also tempted to order the mango/Slice - and, it will not be wrong to suppose that they will turn down the glass as well.
Kaif has been the ambassador for Tropicana Slice for eight years now, and since then the brand communication has been about reinforcing the thought that every drop of Slice equals a 'Ras Bharaa Aam'. Previous campaigns have also shown her drooling over Slice. So, what's different about this one?
The 360-degree campaign will extend through the summer season. Digital initiatives will involve consumers who will be asked to demonstrate their love for mangoes using various social media platforms.
Concluding with some category talk and the introduction of branded ethnic drinks such as Paperboat and Dabur Yoodley in the market over the past couple of years, Sharma says, "Any competition is welcome because it only adds to the overall market growth."