Campaign India Team
Jun 28, 2021

Slice pays tribute to the unsung Covid heroes

Watch the film conceptualised by AutumnGrey here

Slice has rolled out a campaign titled 'aam nahi, khaas ho tum' (you are not ordinary, you are special). 
The campaign consists of a film which celebrates heroes who have helped fight the Covid-19 pandemic with special efforts. Actor and writer Piyush Mishra has lent his voice to this tribute. It has been conceptualised by AutumnGrey.
The brand has also changed its logo on the bottle to reveal the stories of these 'khaas' (special) citizens. Further, Slice has launched an interactive AR filter that lets consumers scan its logo, anywhere – on the bottle, on a billboard, or anywhere in the virtual world, changing into a tribute for these Covid heroes.
Anuj Goyal, associate director, Tropicana and Slice, PepsiCo India, said, “The last few months have been extremely trying for the entire nation. However, in these difficult times, the resilience of the people of our country has come to the forefront. We saw an army of citizens: young, old, men, women - all coming together to support each other. Today, through Slice ‘aam nahi khaas ho tum’ campaign, we aim to recognise these Covid heroes, and in our own way salute their indomitable spirit by putting up some of their stories in place of the brand logo across platforms, thereby reflecting their moments of courage and selflessness.”
Earlier this month, Reckitt introduced an initiative to salute Covid-19 warriors by replacing the logo of Dettol bottles with an image of a 'Covid protector' along with their story.
Campaign India

Related Articles

Just Published

1 hour ago

Aline Santos to leave Unilever

Santos is currently chief brand officer at the FMCG giant

1 hour ago

Spotify launches in-house music consultancy

EXCLUSIVE: Aux will counsel brands on how to use music in their campaigns and pair them with artists

1 hour ago

Ameen Sayaniji leaves behind a legacy of music and ...

The CEO of Radio City gets nostalgic as he relives the golden era of radio that Sayani embodied with his memorable show and trademark style that surpassed generations