iContract to handle Slice's digital duties

iContract has won the digital duties for PepsiCo's mango-based soft drink, Slice. The account was won following a multi-agency pitch.

On the appointment, Homi Battiwalla, senior director, Marketing (Colas, Juices and Hydration), PepsiCo, said, "Digital is an extremely dynamic space and forms an integral part of our media mix for Slice. Slice is all about indulgence and pure mango pleasure; and through this partnership, we want to create exciting, unforgettable experiences for our consumers in 2014 that strengthen this positioning. We look forward to working with iContract for our upcoming campaigns."

Prashanth Challapalli, senior VP and general manager, iContract, said, "PepsiCo is one of the most admired companies in the world & Slice is a huge win for us. Slice has a very unique positioning and tonality compared to the other players in the category and we believe that we can create truly path breaking digital experiences for the brand. The win signifies iContract being a serious player in the digital arena that is poised to compete with the best. This business also formally signals the opening of our Delhi office."

Rana Barua, COO, Contract India, said, “It is a great win for iContract and I look forward to a long standing and mutually rewarding association with PepsiCo. I am certain that with iContract’s digital capabilities and a set of talented high end digital specialists we will be able to partner Slice across all their marketing solution needs.”