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.”