Slice PepsiCo

Role : UX, Visual Design, Art Direction
Client : Slice Mango Drink, Pepsi Co. India
Team :  Anshul Tibrewala - Copywriter ; Tarun Menon - Associate Creative Director ; Gerard Jayaranjan - Creative Director
Agency : iContract (WPP Group) 




Slice is a leading mango drink from Pepsico, which wanted to launch 3 new flavors. The brand communication is all about sensuality and seduction which is personified by the ambassador of the brand- Katrina Kaif. The campaign initiated by the client was called “Swayaamvar” which drew from the age old Indian tradition of a princess choosing her ideal groom after they prove themselves to her.

The task was to translate this unique experience of exotic mangoes and their origins into an engaging digital campaign. The campaign was designed with iContract, digital wing of Contract Advertising in Mumbai. My role involved creating user flows for the campaign microsite and mobile app, executing designs and coordinating the development of the same. I also worked on designing the content/posts for the campaign across social media channels.

The idea was to create an immersive experience through an interactive digital video, combining mobile and desktop - taking the viewer on a journey to explore the new flavors and their exotic origins with Katrina Kaif.

This project has received great reviews from leading advertising portals and won a gold award at the Campaign India Digital Crest Awards 2015 in the Online Video Category. It was also shortlisted for the Effies India 2014 under Experiential Marketing / Brand Experience category.