Summary
- Campaign: Slice “Ras aisa ki bas na chalega” (“The taste that can’t be resisted”)
- Brand Ambassador: Kiara Advani
- Target Audience: Young adults in India
- Goal: Position Slice as the ultimate mango indulgence beverage
- Location: India (Nationwide)
- Creative Agency: Knock Knock
The Refreshing Taste of Summer
In 2024, Slice launched a summer campaign titled “Ras aisa ki bas na chalega” featuring popular Bollywood actress Kiara Advani. This campaign aimed to reinforce Slice’s association with the irresistible taste of mangoes, a quintessential summer fruit in India.
The central theme of the campaign revolves around the idea of indulging in the pleasure of mangoes without any inhibitions.
The TV commercial showcases Kiara Advani getting captivated by the irresistible mango flavor of Slice, even while backstage preparing for a ramp walk. The ad concludes with her enjoying a chilled Slice, declaring “Ras aisa ki bas na chalega” (The taste that can’t be resisted).
This campaign utilizes Kiara Advani’s star power to connect with young Indian consumers. By portraying the refreshing and delightful taste of Slice, the ad campaign aims to position Slice as the go-to beverage to quench summer thirst and satisfy mango cravings.
Collaborating with Slice is always a pleasure; their campaigns are incredibly captivating, entertaining, and timeless. This film holds a special place in my heart as it beautifully captures the irresistible allure of mangoes, urging everyone to indulge and immerse themselves in its flavour with Slice. I’m thrilled for my fans to experience the film and join me in embracing the mango season with Slice.”
– Kiara Advani
Our latest summer campaign reflects the quintessential Slice approach to savouring the mango journey. The TVC revels in the delightful messiness and pure indulgence of savouring a mango, emphasising how Slice embodies the true essence of the real mango experience, free from any constraints or inhibitions. Kiara’s captivating personality and on-screen presence have impeccably elevated the film, embodying an irresistible allure synonymous with Slice’s brand persona. We are confident that the new film will deeply resonate with our consumers, aspiring for Slice to become their preferred summer beverage this season.
– Anuj Goyal, Associate Director, Slice and Tropicana, PepsiCo India
