Mumbai: On Friday SLICE, PepsiCo’s Mango Juice Drink brand as part of its launch celebrations in Mumbai partnered with Radio Mirchi 98.3FM to provide Mumbaikars a day full of uninterrupted pure pleasure – a non-stop music entertainment.
Keeping in mind that Slice wanted to establish its core positioning of pure (MANGO) pleasure while announcing its launch in Mumbai, through a media innovation that was clutter breaking and high decibel, yet extremely simple in its execution and the final consumer experience, Radio Mirchi 98.3FM, proposed the No Ad Pure Pleasure Day- the simplest yet the most ear catching proposition possible.
Announcing the No Ad day, Riya Mukherjee, Senior VP Creative Services, Radio Mirchi, said ‘We have had a wonderful vibrant association with Slice. The brand came on to radio last year with the moments of pleasure campaign. For the Mumbai launch of Mango Slice, the mandate to us was clear: Give us something hugely innovative yet pleasurably simple. This No Ads Day was a perfect solution: it took forward Slice’s pure pleasure positioning and it turned it into a moment of consumer truth. All radio listeners want more music and as few interruptions to the entertainment as possible. 55 minutes of music per hour is what the station delivered: Pure Listening Pleasure. No radio listener in Mumbai could possibly miss this. All dials turned to 98.3, courtesy Mango Slice entering the market.’
Commenting on the initiative, Homi Battiwalla, Director, Juice & Juice based drinks, PepsiCo India said, “Mangoes hold a very special place in the hearts of consumers in Mumbai and with the launch of the delicious new taste of Slice, we wanted to cement our relationship with the mango lovers of Mumbai. With this objective in mind we partnered Radio Mirchi to create a campaign that established the proposition of Mango pleasure while creating a huge impact. We are delighted at the response to the No Ads day which has created unprecedented disruption with consumers & our trade partners. We are also optimistic that the ongoing campaign on integrating Mumbai’s pleasure moments with Mango Slice on Radio Mirchi 98.3, will be an equally big hit”.