Fintech brand Slice, has rolled out a campaign to highlight its features including fast onboarding, instant cashbacks, quick approvals and more. Conceptualised by 82.5 Communications, the film aims to show how the youth of today wouldn’t want anything to slow them down.
The film opens with a visual of popcorn flying dramatically in the air and people in the background doing things in slow motion too. The only thing at normal speed is the Slice card, the owner of which is amused with the speed.
Sumanto Chattopadhyay, chairman and chief creative officer, 82.5 Communications, India, said, “Slice is a unique start-up brand that presented us with something that’s become remarkably rare these days - the opportunity to work on an ad campaign with a single-minded focus. The creative output speaks for itself.”
Naveen Raman, senior vice president and branch head, 82.5 Communications - South said, “Every time I speak to someone who belongs to Gen Z, I realise how fast the world around us is changing. Their outlook towards money, spending and credit is so different. Everything needs to be fast - fast decisions, faster execution. Slice caters to this mindset and this campaign shines a spotlight on this 'instant' attitude of the new generation.”
Sangeetha Sampath and Ravikumar Cherussola, group creative directors, 82.5 Communications - South, added, “A campaign for a credit card challenger brand should challenge the status quo of the category’s advertising. That really was our starting point. And here we are - with a sharp, edgy, youthful campaign that does justice to a card that is ‘nothing like a credit card’.”
Creative head and agency lead: Sumanto Chattopadhyay, chairman and CCO, 82.5 Communications, India
Business head: Naveen Raman, senior vice president and branch head, 82.5 Communications India - South
Creative team: Sangeetha Sampath and Ravikumar Cherussola, group creative directors, 82.5 Communications India-South
Account management: Gladys John, account director, 82.5 Communications India - South
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