Brand owner: PepsiCo India Holdings

Agency: Mindshare India

Brand: Slice

Country: India

Industry: Non-alcoholic, soft drinks

Media budget (USD): $3 - $5 million

Channels used: Internet - display, Internet - general, Mobile and apps, Outdoor, out-of-home, Television


This is the story of how a challenger Indian brand in an extremely competitive liquid refreshment beverage category grew its share of consumer spend not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the frequent category consumer.

This case study is built on understanding of Indian popular culture and its icons, married to technology. The potential to meet the brand's ambassador, Indian actress Katrina Kaif, was used in a variety of digital formats including a synchronized series of major homepage takeovers and a digitally activated voice call from star, as well as outdoor, to encourage engagement and increased consumption of the brand.


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