MAM
Slice welcomes mango season with new TVC
MUMBAI: PepsiCo’s mango drink, Slice, is all set to unveil its campaign featuring brand ambassador Katrina Kaif. The campaign will adopt the tagline ‘Ab Ras Barsega’ (‘Now the juice will flow’).
The campaign has been created by JWT Delhi and the TVC has been produced by Nirvana Films. It centres around the insight that mango the fruit has a special place in the quintessential Indian household.
The fruit is related to many things like indulgence and auspiciousness. Slice has captured the emotions and the passion Indians have for the fruit in its new ad film in a uniquely Indian way to welcome the onset of the mango season.
The latest commercial is a new chapter in the ‘Aamsutra’ series and it communicates the fact that there is an abundance of mangoes in every bottle of Slice. The commercial is set in a haveli (palatial mansion) with Kaif who has her rasiya (beloved) in mind. She is seen running through the corridors and the courtyard towards the fruit-laden mango tree by the river. The lyrics of the qawwali plays in the background highlight her wait coming to an end, where she celebrates by playing Ras Ki Holi – a metaphor for her uninhibited expression of joy.
PepsiCo India category director – colas, hydration and mango based beverages Homi Battiwalla said, “Our new campaign, Ab Ras Barsega captures the essence of Slice and its deep relationship with the mango fruit in India. With a distinct Indian look, mesmerizing background score and engaging narration; we have attempted to create a unique, playful yet sensuous mood, which we are confident will be appreciated by mango fans. We look forward to another exciting summer season and maintain the strong growth momentum in the juice and juice based drinks category.”
JWT NCD Swati Bhattacharya said, “The mango has always been a tyrannical lover. A lover that makes us wait for ten months for those two months of fulfillment and leaves immediately after. Slice is man‘s sweet revenge on the mango. And this film is a celebration of the same. The wait, over. The tables, turned. The indulgence, flowing like never before.”
Brands
Kaayu Rituals enters India with science-backed daily Ayurvedic wellness
UK-backed brand turns self-care into structured daily rituals for modern India
NEW DELHI: UK-backed wellness brand Kaayu Rituals has officially arrived in India, offering a fresh take on Ayurvedic self-care. The brand blends age-old rituals with modern science, making preventive wellness a daily habit rather than an occasional indulgence.
With interest in Ayurveda surging across the country, consumers are increasingly seeking solutions that go beyond treatment to focus on consistent self-care. Kaayu Rituals aims to meet this demand by creating a structured framework for inner wellness, herbal teas, skincare, and haircare, all designed to encourage long-term consistency and measurable wellbeing benefits.
Founder and CEO Preeti Choudhary, a regulatory affairs veteran with 18 years’ experience spanning pharmaceuticals, medtech, microbiology, and global compliance, explained the brand’s unique approach. “After nearly two decades in healthcare regulation, I realised we apply extraordinary rigour to crisis care but not to daily stress, hormonal health, or emotional wellbeing,” she said. “India doesn’t need more wellness products. It needs structure, consistency, and trust. Ayurveda has always offered that. We are simply bringing modern regulatory rigour and clarity to it.”
Unlike conventional wellness brands, Kaayu Rituals focuses on ritual-first engagement rather than purely product-led offerings. Its science-backed approach promises transparency, safety, and quality assurance, setting a new standard in a largely unstandardised self-care market.
The brand will launch with a direct-to-consumer model through kaayurituals.com, before expanding to curated retail and wellness partnerships across major urban centres in 2026.
