Taking its ever-so-rich SwayAAMvar campaign to the digital medium, Slice has launched its first digital innovation. Featuring the brand ambassador Katrina Kaif, the experience allows user to witness the three geographies of India whose mango flavours are famous.
The interactive film is produced by iContract and apart from the web is available as an app on Android and iOS as well. The three regions’ famous mango flavors Banganapalli, Kesar and Dussehri are also going to be the new limited edition offerings of the beverage. The video tries to give a glimpse of all these three regions and some unique characteristics about their cultures. Alongside, the brand is running a contest wherein where viewers can vote for their favouriteflavourand get a chance to win a date with the brand ambassador.
The website opens with portraits of Katrina and informative texts running below. The film begins with Katrina dressed as a bride and ushering the user through the journey. The leading lady’s voiceover plays throughout the video. The high definition video gives an almost 3D like experience. There is an interactive play where users can play musical instruments by pressing keys on the keyboard, flying a kite and type a sentence to the screen. The film ends with Katrina asking people to vote for their favourite flavor of mango.
The website also offers interesting wallpapers of Katrina with Slice for free and gives other information like videos, behind-the-scenes, news and more.
“The digital campaign narrates the story of announcing three flavors in a highly engaging manner rather than through a plain vanilla microsite. What is impeccable is the way local flavor of cities have been captured through amazing graphics & using KatrinaKaif as a protagonist rather than a Bollywood celeb to narrate the whole story. This certainly raises the bar for digital campaigns in India,” said Sachin Kumar, Head, Motivator Delhi who was earlier Senior Business Director, Maxus.
You can view the campaign here: http://mangoslice.in/