 "Slice SwayAAMvar, Katrina Kaif travel across India in new digital innovation")
PepsiCo’s mango drink Slice has recently launched an immersive online experience in the form of an interactive digital film, taking forward the ’ Slice SwayAAMvar’ campaign. Featuring Katrina Kaif, this experience allows users to virtually travel to different regions alongside Katrina and discover the cultural nuance of each region in a quest to reveal the three mangoes that have inspired the three new variants - Slice Banganapalli,SliceKesar andSliceDussehri. The innovation is hosted on the Slice websiteand has been created by iContract.
[caption id=“attachment_85777” align=“alignleft” width=“380”] Users can win a date with Katrina as gratification[/caption]
Says Anshul Khanna, senior manager, juice and juice drinks, PepsiCo, “Slice, as a brand, has always stood for a highly sensorial mango experience. With this first of its kind digital innovation in any category in India, we have enabled our consumers to experience the brand in a never before avatar, by creating truly engaging and immersive digital experiences for them. We are confident that this campaign will drive better connect with our consumers.
The film also integrates the SliceSwayAAMvar contest where viewers can vote for their favourite flavour and stand a chance to win a date with Katrina.The contest is active from25th Marchtill10th June, with a winner being declared every 10 days.
“Slicehas always disrupted the category with its communication and we wanted to take this several notches higher by creating a truly unparalleled interactive digital campaign by gamifying the website. Users can interact with the flavouredSlicebottles in the video as well as with Katrina via a series of gesture and touch based interactions that bring the consumer closer to the world ofSliceand Katrina. This was an intensive project that was spread a little over two months and we are hopeful that it will set a new benchmark for digital storytelling,” said Prashanth Challapalli, senior vice president and digital head at iContract.
Credits:
Campaign: Slice SwayAAMvar
Agency: iContract
Client: PepsiCo India
Business head:Prashanth Challapalli
Creative group head:Tarun Menon
Copy:Anshul Tibrewala, Ankita Chemburkar
Design:Ketaki Desai, Shikha Singh, Pankaj Subba
Account Management:Tushar Chaddha
Production House:Cutting Edge Films, Bright Ark, Argus I Animation
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