MAM
Slice launches “Iske Samne Sab Pheeka Padh Jayega” campaign
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.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
