Slice & Katrina Kaif: One of India’s Most Iconic Beverage Campaigns

Slice is one of India’s most loved mango drinks, and Katrina Kaif has been the face of its most iconic campaigns. From the famous “Aamsutra” ads to playful and stylish commercials, this piece explores how Slice and Katrina together created unforgettable moments in India’s advertising history.

In India, mango drinks are more than just beverages. They are tied to the country’s love for mangoes, often called the “king of fruits”. For years, Maaza and Frooti ruled the market. Families enjoyed Maaza at home, while kids carried Frooti in its fun little packs. Slice entered this market in the 1990s, but it needed something different.

Slice was not interested in being another everyday drink. It wanted to stand for indulgence, smoothness, and style. The question was simple: how do you make a mango drink look like a luxury experience?

The answer came with a face.

The Star Who Changed Everything

When Slice chose Katrina Kaif as its brand ambassador, it was not just about signing a celebrity for an ad. It was about creating an identity that people would always remember. Katrina was already one of the most admired actors in the country. She had a mix of glamour and grace that made her stand out, and at the same time, she had a natural charm that connected with people across both big cities and small towns.

Her presence fit perfectly with what Slice wanted to show. The brand was not trying to be just another mango drink. It wanted to be seen as something special, something that carried a sense of indulgence and style. Katrina brought that image to life. Every time she appeared in a Slice ad, she made the drink feel like more than a product. She gave it glamour, desirability, and strong recall. In simple words, Katrina Kaif made Slice unforgettable.

The Aamsutra Era Ads That Shook Advertising

• A New Way of Advertising Mango Drinks

The “Aamsutra” campaign changed how people looked at Slice. Before this, most ads for mango drinks followed a set pattern. When Maaza brought in Varun Dhawan, the focus was on fun, humour, and the idea of mango greed, like in the “Twin” ad where he played two brothers fighting over mangoes. These campaigns were lively and playful, but they stayed close to themes of family, energy, or youthfulness.

Slice went in a completely different direction. Instead of highlighting family moments or playful fun, it chose indulgence. Katrina Kaif was shown slowly sipping the drink, turning a simple act into a moment of pleasure. It was fresh, bold, and nothing like what audiences had seen before.

• Stylish and Sensuous Storytelling

What made the campaign stand out was its style. The ads were sensuous, with Katrina moving gracefully as she enjoyed every sip. It was simple, but it caught attention instantly. The idea was clear: Slice was not just a mango drink; it was an experience that you enjoy slowly, almost like a ritual.

• Katrina as the Center of Attention

The visual of Katrina holding a bottle of Slice became iconic. She made the drink look glamorous and almost luxurious. Her presence gave Slice a personality that was very different from its competitors. While Maaza spoke about family and nostalgia, and Frooti focused on fun and youth, Slice positioned itself as indulgent and elegant. Katrina’s image matched that positioning perfectly.

• From a Drink to a Luxury

Each ad was added to this image. Slice was no longer just about taste. It became a little luxury that anyone could afford. The brand made people feel like drinking Slice was not just about quenching thirst but about enjoying a moment for yourself. It gave the everyday act of drinking juice a sense of style and desire.

• A Lasting Impact

The impact of these ads went far beyond the screen. People talked about them, debated them, and even made parodies. Yet, the core message stuck: Slice was about indulgence. The campaign gave Slice a strong identity and made it unforgettable. Katrina’s charm and the creative storytelling made sure that the ads stayed in people’s memories long after they stopped airing.

Slice Commercials with Katrina Kaif

"Aamsutra: Pure Mango Pleasure"

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This was the very first Slice ad with Katrina Kaif, and it marked the beginning of the Aamsutra era. The idea was bold and new. Instead of showing mangoes being cut or juice being poured, it showed Katrina enjoying the drink like it was her secret love. The ad was set in a candlelit room, with soft music and romantic lighting. Katrina closes her eyes, takes slow sips, and makes the act of drinking Slice look like pure pleasure. It was sensuous, elegant, and unlike any other mango drink ad at the time. People immediately remembered the Aamsutra name, a clever twist on Kamasutra, which connected desire and indulgence to a simple mango drink. This ad set the tone for all the Slice campaigns that followed.

"Ab Ras Barsega"

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In 2012, Slice released another memorable campaign called Ab Ras Barsega. This ad had a very different vibe compared to Aamsutra. Instead of a quiet, romantic setup, it was bright, festive, and full of energy. The commercial was shot in a grand haveli, where Katrina is seen running playfully through the courtyard toward a big mango tree. The music and visuals gave the ad a joyful Indian touch, celebrating abundance and fun while still highlighting Slice as a drink full of mango richness.

"Slice Swayamvar"

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The Swayamvar campaign brought a refreshing change in how Katrina appeared on screen for Slice. This time, she looked more lively and energetic with a traditional outfit, showing a different side of her personality. The word Swayamvar means choosing the best', and the ad played on this idea, as Katrina was shown in the role of choosing the finest mango.

The campaign also stood out because of its music and the visuals were colourful and vibrant, and Katrina looked confident, glamorous, and playful. This campaign reinforced Slice as a brand that was about style, charm, and indulgence, but with a more upbeat and youthful energy.

"Har Ghoont Ras Bhara Aam"

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By 2016, Slice wanted to stress its quality and richness, and this ad did just that. It showed Katrina in a European-style café, sitting at a table with her Slice bottle. The focus was on just how much mango flavour each drop carried. In the ad, Katrina is so taken in by the taste that she asks the waiter to remove the glass and drinks straight from the bottle.

She even smells the juice and, in a playful twist, bites into the bottle to show she wants every bit of mango in it. This scene became very memorable and underlined the tagline, 'Har Ghoont Ras Bhara Aam' (every sip is full of real mango). It gave Slice an image of being rich, indulgent, and irresistibly tempting.

"Sabse Thick, Sabse Tasty"

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In 2021, Slice made its campaign more interactive and modern while still keeping Katrina at the centre. This ad was set on a sunny beach, where Katrina hosted a playful taste test. She blindfolded a man and asked him to choose between Slice and another mango drink. Unsurprisingly, he chose Slice, proving that it was the thickest and tastiest option.

The ad was light-hearted, fun, and engaging, showing that even with competition, Slice’s unique taste stood out. Katrina’s charm and playful attitude made the ad enjoyable and kept Slice’s luxurious and indulgent identity intact while appealing to a younger, modern audience.

What Brands Can Learn from This Story

The story of Slice and Katrina Kaif teaches us something simple: choosing the right celebrity can change how people see your brand. It’s not just about putting a famous face on an ad. It’s about matching the celebrity’s image with the brand’s personality.

Slice wanted indulgence. Katrina gave them glamour and charm. Together, they created campaigns that are still remembered more than a decade later.

Get Katrina Kaif or Any Famous Celebrity to Promote Your Brand!

Katrina’s glamour and star power made Slice stand out in a crowded market. 

Your brand can achieve the same. Whether you own a beverage brand or any other business, partnering with a popular celebrity like Katrina Kaif for celebrity endorsements or event appearances can completely change how people see your product.

With Tring, connecting with the right celebrity is simple and helps your campaigns reach the right audience and make a lasting impression. Now is the time to take your marketing further and let your brand shine with the power of celebrity influence.