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PepsiCo’s popular mango juice drink brand- Slice kicks off the 2009 season with it’s new ’Aamsutra’ concept.

According to Homi Battiwalla, business head, juice & juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink category. All of this has made Slice the fastest growing mango drink brand in the country.

"South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and mango drinks in the country. Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu," he added

Pepsi has now opted for a new brand ambassador, Katrina Kaif.

"The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. Last year’s commercial was about enumerating the principles of ’Aamsutra’ or the art of experiencing pure mango pleasure with the new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence, stated Hari Krishnan, Vice President, JWT.

The company has now opted for a 360 multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets.

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