MUMBAI: Slice is all set to engage its existing and new consumers this season with the ‘Slice Taste Challenge’.

Featuring brand ambassador Katrina Kaif, the new campaign promises consumers an “unmatched mango experience” with Slice.

The campaign reaches out to all mango lovers and entices them with the “superior” attributes of Slice – taste, aroma, colour and the new mango inspired packaging and is titled “Iske Samne Sab Pheeka Padh Jaayega”.

Created by JWT Delhi, the on-air campaign will be supported by robust on-line and on-ground activation including consumer tasting.

The campaign coincides with the launch of a new Mango Slice Pet pack in multiple sizes.

JWT NCD Swati Bhattacharya said, “We’re going to tell you a couple of things you didn’t know. Slice is the best tasting mango drink. Your love for any other mango drink is just a matter of habit. And this year, Slice is going to break the habit. The Slice campaign for 2013 uses pure mango pleasure as its base, mixes it up with an extra-large helping of temptation and sweetens it with a special Slice brand of mischief. With Katrina serving it up and a brand new track as accompaniment, it‘s going to make for an irresistible sip.”

PepsiCo India category director – colas, hydration and mango based beverages Homi Battiwalla said, “Our campaigns have always highlighted the pure mango pleasure promise of Slice in an aesthetic, sensuous and appealing manner. However, for the first time we are talking about Slice as the most delicious mango drink jiske samne sab pheeka padh jayega. The creative route dwells upon the proposition of the Slice Taste Challenge with an engaging storyline that accentuates the product attributes of taste, aroma and texture of the bottle which will enable us to include a much wider mango lover base in the Slice fold.”

The main film starts on a playful note with Kaif, a young man and another woman strolling in a beautiful meadow of flowers with picnic baskets. The foot tapping remix of a Hindi song “Haal Kaisa Hai Janab Ka” sung by Shalmali Kholgade, sets the mood with the appealing visuals hinting at a love triangle. Kaif blind-folds the man, who chooses between Slice and another mango drink… losing his heart to the right one in the process. Similarly, after getting seduced by the rich aroma and then indulging in its premium taste, consumers will surely fall for the best mango drink, Slice.