Newly written and fact-checked at this article’s original address. Promotional photographs and media are not reproduced.
Key facts
- Brand: Slice, PepsiCo India
- Campaign: Aamsutra, from 2008
- Agency: JWT
- 2011 advert: "Sabr ka phal meetha hota hai", during the Cricket World Cup
- 2012 advert: "Ab Ras Barsega", produced by Nirvana Films
For several summers Katrina Kaif was the face of Slice, PepsiCo's mango drink, in a series of television adverts known as Aamsutra. Stills from the ads and their photo shoots were shared widely online, and the old CareerMasti page at this address was a gallery of them. A blogger writing about Slice and Maaza credited it, alongside Pinkvilla, as an image source.
The advertising images belong to PepsiCo and its agency and are not reproduced here. This page tells the story of the campaign instead. For Katrina's life and career, see our Katrina Kaif biography.
What Aamsutra was
The Aamsutra series was created by the advertising agency JWT for PepsiCo India and began in 2008. "Aam" is Hindi for mango, and the name played on the idea of a guide to the pleasure of mangoes. Each advert showed Katrina enjoying the fruit and the drink in a sensuous, dreamlike setting, aimed at an adult audience at a time when mango drinks were mainly marketed to families and children.
The campaign was part of a fierce competition in India's mango-drink market. Business Standard reported in 2011 that Parle Agro's Frooti was the market leader, with Slice and Coca-Cola's Maaza competing for second place.
The 2011 and 2012 adverts
In early 2011 Slice launched a pre-summer advert with the line "Sabr ka phal meetha hota hai" ("patience bears sweet fruit"). Set against a waterfall, it showed Katrina picking an unripe mango and waiting for it to ripen before she enjoyed it. PepsiCo timed the campaign to run during the 2011 Cricket World Cup broadcasts.
In April 2012 the series continued with "Ab Ras Barsega" ("now the juice will flow"), produced by Nirvana Films. Set in a haveli, it showed Katrina running through corridors and a courtyard towards a mango tree heavy with fruit, while a qawwali played, and ended with a joyful "Ras ki Holi". At the launch Katrina said it was her seventh film for the brand and that the new look was "royal and sensuous". Reviews in the advertising press were mixed: MxMIndia's critic liked the qawwali but found the script thin.
| Year | Advert | Notes |
|---|---|---|
| 2008 | Aamsutra campaign begins | Created by JWT for PepsiCo India |
| 2011 | "Sabr ka phal meetha hota hai" | Waterfall setting; aired during the 2011 Cricket World Cup |
| 2012 | "Ab Ras Barsega" | Haveli setting and qawwali; produced by Nirvana Films; Katrina's seventh film for the brand |
Why the photo shoots were popular
The Slice adverts were among Katrina's most visible work outside films, and their glossy stills circulated alongside her film posters. In 2012 she was also at the peak of her box-office success: Ek Tha Tiger was the year's highest-grossing Hindi film, and she was named Most Profitable Actress at the ETC Bollywood Business Awards for 2012.
Finding licensed images
Freely licensed photographs of Katrina Kaif from public events are available on Wikimedia Commons, with credits and licence terms. Advertising and campaign images are copyrighted by the brand and its agencies.
Full biographies
Frequently asked questions
What is Slice Aamsutra?
A series of adverts for PepsiCo's mango drink Slice, created by JWT and starring Katrina Kaif, which began in 2008.
What was the 2012 Slice advert called?
"Ab Ras Barsega", launched in April 2012 and set in a haveli to a qawwali soundtrack.
Which agency made the Slice adverts?
JWT, with the 2012 film produced by Nirvana Films.
When did the Slice Aamsutra campaign begin?
In 2008.
What does Aamsutra mean?
"Aam" is Hindi for mango; the name plays on the idea of a guide to enjoying mangoes.
Who were Slice's competitors?
Business Standard reported in 2011 that Parle Agro's Frooti led the mango-drink market, with Slice and Coca-Cola's Maaza competing for second place.