MAM
Mudra Max creates Slice Mango lounges
MUMBAI: Mudra Max has launched an on-the-ground promotional activation for Slice, PepsiCo’s mango drink. Slice Mango lounges aims to reach out over 1.5 million consumers by the end of the campaign in June 2011.
The agency has stationed Mobile–Slice Mango lounges at multiple locations in various cities across India. According to Mudra, the key task is to make the target audience taste mango packaged in the form of Slice.
The Slice Mango lounges have been created out of four buses, where the visitors are served Slice based mocktails.
Mudra Max Celsius SVP Sanjay Kacker 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.”
PepsiCo India director juices and juice drink Homi Battiwala adds, “Experiential sampling in small towns is a big priority for brand Slice this year, and the Slice Mango Lounge activation conceptualised 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.”
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
