iContract launches Slice's first ever Digital Immersive Experience

In the first ever digital innovation of its kind, iContract launched Slice’s immersive online experience in the form of an interactive digital film, as part of the Slice SwayAAMvar campaign. Featuring Katrina Kaif, this experience allows the user to journey alongside Bollywood’s reigning diva through three distinct geographies of India. These regions are famous for giving birth to the limited edition mango flavour offerings--Slice Banganapalli, Slice Kesar and Slice Dussehri. Accompanied by Katrina, the user also gets to explore and experience the cultures of these places on Slice website https://mangoslice.in/experience

“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,” says Anshul Khanna, Sr. Manager – Juice & Juice Drinks, PepsiCo.

The brand known for pure mango indulgence, has launched this digital innovation as a part of its new campaign Slice SwayAAMvar. Hosted on Slice’s website, this digital film created and executed by iContract, allows users to virtually travel to different regions alongside Katrina herself and discover the cultural nuance of each region in a quest to reveal the 3 mangoes that have inspired the 3 new variants of Slice. The film seamlessly integrates the Slice SwayAAMvar contest where viewers can vote for their favourite flavour & get a chance to win a date with Katrina! The contest is active from 25th March till 10th June, with a winner being declared every 10 days.

“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. This was an intensive project that was spread a little over 2 months and we are hopeful that it will set a new benchmark for digital storytelling,” says Prashanth Challapalli, SVP & Digital Head iContract.

The truly immersive nature of the film is brought to life with live action film set in breathtaking 3D animated worlds. Hosted on a responsive HTML5 website, it allows for browser based interactivity across all devices. The cutting-edge 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.

Digital is fast transforming the nature of consumer journeys. It allows for more meaningful & engaging communication and Slice has always stood for bringing the best to its consumers – both in product and in communication.


Business Head: Prashanth Challapalli
Creative Group Head: Tarun Menon
Copy: Anshul Tibrewala and Ankita Chemburkar
Design: Ketaki Desai, Shikha Singh and Pankaj Subba
Account Management: Tushar Chaddha
Production House: Cutting Edge Films, Bright Ark and Argus I Animation


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