Oindrilla Roy
Duration: 42 seconds.Agency: JWT
Target Audience: Younger generation (25+)
In this ad, Slice has wanted to position itself on the basis of experience or pleasure of having a mango drink. The brand has taken the attribute of Pleasure, Sensuality and Indulgence as the core brand attributes that deliver that experience. Therefore, we think roping in Katrina Kaif as the brand ambassador is a smart move since Katrina is a youth icon today & is considered as one of the most sensuous actresses which goes well with the theme of the ad.
In this ad, Slice has wanted to position itself on the basis of experience or pleasure of having a mango drink. The brand has taken the attribute of Pleasure, Sensuality and Indulgence as the core brand attributes that deliver that experience. Therefore, we think roping in Katrina Kaif as the brand ambassador is a smart move since Katrina is a youth icon today & is considered as one of the most sensuous actresses which goes well with the theme of the ad.
This ad portrays the chemistry between Katrina & the male actor in a beautiful way where they are seen playing a game of not blinking their eyes. But Katrina loses the game as soon as she tastes one drop of Slice. But in the end she says “Did I”? This conveys that she ultimately emerged as the winner by getting to taste Slice. The theme of the ad is not complicated which strikes an instant chord with the youth.
According to us, the audio - visual technicalities of this ad are really good aprt from that, the location is very eye catching and the “Rasiya” song along with the husky voice of the singer makes the ad even more sensuous.
Our rating for the AD:
Recall (out of 10)
Brand Recall- 9.5
This ad scores high on brand recall because whenever this ad was shown after its launch, people could recall that it was of Slice-thanks to Katrina Kaif.
Tagline- 8
The name Aamsutra has a very sensual connotation. Therefore the tagline, ‘Aamsutra- a pure mango pleasure’ goes perfectly with the theme of the ad which is pleasure of having a mango drink.
Target audience connection- 8
The youth could easily connect to this ad & Slice as a brand became very popular after the launch of this Aamsutra campaign.
Entertainment- 8.5
Beautiful location, great music, good-looking actors, and a short -n- simple story - all these makes this ad a complete entertainment package.
Execution (out of 10)
Story/Screenplay 8.5
The story is very well executed within a short span of time. It portrays sensuality, indulgence very nicely & makes use of the chemistry between the actors perfectly.
Music 9
The “Rasiya” song is one of the highlights of this ad. Beautifully composed and sung as well.
Cinematography 9
The ad has been shot beautifully and the forest setting looks like a dream location.
Acting 8
Both the actors have done a pretty good job.
