Ad Campaigns
Slice launches its first-ever campaign ‘Ras Aisa Ki Bas Na Chalega’
Mumbai: In a bid to enthral consumers with an unparalleled mango experience and temptation, Slice, has unveiled its first-ever campaign featuring its newly appointed brand ambassador and Lady Superstar, Nayanthara. The enchanting summer campaign, ‘Ras Aisa Ki Bas Na Chalega’ aims to solidify Slice’s position as the ultimate companion for fulfilling insatiable mango cravings. Through a spell-binding TVC, it underscores Slice’s irresistible allure, capturing its resemblance to the authentic mango experience in its full uninhibited splendour. With this campaign, the brand seeks to strengthen its connection with consumers in southern India by leveraging Nayanthara’s widespread appeal in the markets.
The TVC opens with Nayanthara, adorned in elegance, preparing to depart for an event, her gaze fixed upon the mirror. As she makes her decision to step out, a captivating display of mangoes and glistening Slice® bottles captures her attention. With an enticing smile, she grasps a bottle and indulges in it with uninhibited pleasure. Despite the messy juices cascading down her hands, Nayanthara savours the succulent flavour of Slice without hesitation and completely immersed in the mango-like experience. Amidst this, her friends call to remind her of the event, but they too are drawn to the mesmerizing scene, asking for a taste of Slice and ultimately succumbing to the irresistible allure of authentic mango-like indulgence. The TVC revels in the delightful messiness and pure indulgence of enjoying a mango, underscoring how Slice captures the essence of this experience.
Speaking on the campaign, PepsiCo India associate director, Slice and Tropicana Anuj Goyal said, “As a brand, Slice holds deep reverence within the Indian market, dedicated to delivering the most authentic mango experience. Our newest summer campaign embodies the quintessential Slice ethos of savouring the mango journey without any inhibitions. In line with this, we are thrilled to introduce our first-ever TVC with our new brand ambassador Nayanthara. With a targeted effort to expand our market presence in the South, Nayanthara, India’s ‘Lady Superstar,’ was a perfect embodiment of the brand’s philosophy with her charming persona and massive fan base. Through our campaign, our goal is to emphasize Slice’s irresistible mango allure, drawing parallels to the delightful messiness and sheer indulgence of mango consumption. We are optimistic that our consumers will enjoy the pure-mango bliss, and their experience will be further elevated with the lively screen presence of Nayanthara.”
Commenting on the film, the actress and Slice’s brand ambassador, Nayanthara said, “I am absolutely thrilled to partner with Slice, a brand that holds a special place in my heart as one of my personal favorites, offering an authentic mango experience on-the-go. Filming this campaign was an absolute pleasure for me, as it captured exactly how I love to indulge in mangoes – fully immersed in the experience. From start to finish, it’s been an incredibly enjoyable journey. I can’t wait for my fans to see the film and indulge in the irresistible mango experience without any inhibitions just like I did.”
The new Slice TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Slice is available in single and multiple-serve packs across all modern and traditional retail outlets in India, as well as on leading e-commerce platforms.
*Slice’s position of being the thickest and tastiest mango drink in India has been corroborated through a study by Nielsen IG.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
