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Slice takes users on a virtual tour with Katrina

By afaqs! news bureau , afaqs!, New Delhi | In Digital | May 21, 2014
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The virtual tour, alongside Katrina, allows users to discover the cultural nuances of three distinct geographies in India and the three mangoes that have inspired the new variants of Slice.

Swayaamvar 'Experience' home page

A screenshot of Swayaamvar 'Experience' video

Slice new flavours

Prashanth Challapalli

Consumers have seen Katrina Kaif sizzle in traditional Indian attire while promoting Slice's new range of mango flavoured drinks. Slice, the popular mango drink from PepsiCo, had in March launched an innovative campaign to introduce three new mango flavours. Created by JWT, the campaign featured four TVCs with brand ambassador Katrina Kaif posing as a demure bride from three different regions. The three limited edition mango offerings from Slice include the sweet and golden Banganapalli from the South, the juicy Kesar from Gujarat and the royal Dussehri from Lucknow.

Slice has now launched an interactive digital film (http://mangoslice.in/experience) as part of its SwayAAMvar campaign. It is said to be the first ever digital innovation of its kind, created and executed by iContract. This campaign allows the users to travel virtually to three distinct geographies of India, alongside Katrina, and discover the cultural nuance of each region in a quest to reveal the three mangoes that have inspired the new variants of Slice - Banganapalli, Kesar and Dussehri.

The film integrates the Slice SwayAAMvar contest where viewers can vote for their favourite flavour and get a chance to win a date with Katrina. The contest is active from March 25 to June 10, with a winner being declared every 10 days on the Slice website.

As per the agency, the interactive film is hosted on a responsive HTML5 website and allows for browser-based interactivity across all devices. The Android and iOS apps allow for the pairing of phones with desktop browsers, using gesture and motion sensor based technology to complete the immersive experience across devices and platforms and thereby take it a step further.

Anshul Khanna, senior manager, juice and juice drinks), PepsiCo, says, "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."

Launched in March, the SwayAAMvar campaign features four TVCs with brand ambassador Katrina Kaif posing as a demure bride from three different regions. As per the brand, with the new digital film people can now have the experience of being in those regions with Katrina.

States Prashanth Challapalli, SVP and digital head, iContract, "Slice has 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 flavoured Slice bottles 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 of Slice and Katrina."

Challapalli further adds that this was an intensive project that was spread a little over two months and the agency is hopeful that it will set a new benchmark for digital storytelling.

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