MAM
Mango Slice launches campaign featuring Katrina Kaif
MUMBAI: PepsiCo‘s mango drink, Slice, is launching a new campaign featuring Katrina Kaif on 19 February.
There will be a 40-second long television commercial, which will be supported by robust outdoor and on-ground activation. Mango Slice will soon roll out its experiential activity called ‘Mango Lounge‘ across India.
The campaign is created by JWT.
Says JWT VP and executive creative director Soumitra Karnik JWT, “The current film builds on the already popular Slice Aamsutra campaign. Aamsutra was designed as a brand idea to give the consumer a differentiated and superior mango experience. In the current TVC, the importance of ‘waiting‘ is highlighted as one of the ways by which one can truly enhance the pleasure of enjoying the real taste of mango. The insight is true to the mango fruit which is seasonal, and we eagerly await rest of the months for it to arrive.”
Shot in Thailand, the new TV commercial also coincides with the launch of new Mango Slice Handy Pack.
“I am very excited to be a part of the new Slice campaign as it beautifully highlights the concept of indulgence for all mango lovers including me. Set in a magical, dream like forest, the campaign celebrates mango as the sweet fruit of patience. I also relate to the theme of ‘Sabr Ka Phal Meetha Hota Hai‘ as it holds true to my life and my journey in Bollywood”, said Katrina Kaif.
The TVC is directed by Karina Taira and is produced in Hindi and other Hindi and other regional channels.
Added PepsiCo India juices and juice drinks director Homi Battiwalla, “Mango Slice continues to enjoy strong growth in the juice and juice based drinks category and we are looking forward to another exciting mango season with the launch of our new campaign and the 350ml Handy Pack. The Aamsutra series has been very well received by mango lovers and has carved a distinct brand identity in its category. With this new campaign, we have taken the concept of indulgence and pleasure to another level and look forward to creating more excitement amongst consumers.”
Digital
AI ads enter the chat as marketing turns conversational: 0101.Today
Brands test sponsored AI replies, reshaping digital influence
MUMBAI: As artificial intelligence platforms begin experimenting with advertisements and sponsored suggestions, marketing may be stepping into its most conversational era yet.
Gone are the days when digital advertising simply pushed polished creatives towards neatly segmented audiences. AI-led conversational marketing works differently. It listens first. Then it speaks. And crucially, it responds in real time to what a user is actually asking.
According to 0101.Today co-founder and managing partner Ajay Verma, the shift is not just technological but philosophical. “AI-led conversational marketing differs from traditional targeted advertising by shifting from message delivery to real-time dialogue,” Verma said. “Instead of pushing predefined creatives to segmented audiences, AI understands intent in the moment and responds contextually, helping consumers evaluate options rather than interrupting them. This makes influence feel assistive, not intrusive. It is truly data-led intelligent one-to-one marketing at play.”
He believes the next wave, driven by Agentic AI, will deepen this evolution. A handful of early movers, particularly in the BFSI sector, are already experimenting, though most brands still treat it as a pilot rather than a proven performance channel.
Yet the promise of AI-powered persuasion comes with a catch. Trust.
Verma cautions that consumers are quick to detect when helpful advice quietly morphs into a sales pitch. “Consumers increasingly perceive AI suggestions as advice when the interaction is transparent, relevant, and problem-solving. Trust is built when AI explains why a recommendation is made and aligns with user intent,” he said. “When responses feel biased or opaque, they are quickly classified as promotion and lose credibility.”
In other words, the chat box can charm, but it can also betray.
Some cosmetic brands are already seeing early traction by weaving product recommendations into helpful conversations. But Verma advises caution. “These are new tools and technologies, not magic wands where results appear immediately. Deploy this from an experimental budget rather than performance. Otherwise the medium risks suffering an early death.”
0101.Today positions itself as a data-driven conversion specialist, working across media, communication and technology to help brands align brand building, acquisition and retention with measurable business outcomes rather than siloed campaign metrics.
As advertising becomes more embedded within AI-generated dialogue, clear labelling may prove decisive. While marking responses as sponsored could temper short-term engagement, Verma argues it strengthens long-term brand equity.
“The internet is full of sponsored content. Brands that maintain a realistic balance will see long-term success,” he said.
In the age of AI, it seems influence is no longer about shouting the loudest. It is about speaking at the right moment, in the right tone, and making sure the listener knows who is talking.
