Results and Effectiveness

• 25% increase in frequency of consumption during the period. • 3% share gain and 14% volume-growth of RGB over Jan-Mar ’11. • 3 mn impressions reaching approximately 1 mn unique consumers. • Average interaction rate of 3.14% - Industry average for similar categories is 1-1.5%. • The campaign featured as a case study on MSN Mediamind (a repository of groundbreaking digital work)

Creative Execution

Playing on the fact that Katrina’s fan will go to any extent, world’s first ever multi-homepage walkover was created where Katrina walked onto the user’s screen, knocking, waving, and eventually getting his attention. She would then tease the user into following her to the next destination. The next homepage showcased her peeping out of the screen, blowing kisses at the user, signaling him to continue the chase. The chase ended at the third destination where Katrina urged the user to call on an IVR number where Katrina herself would talk to the describing the promotion. Three top-rated portals of the country – MSN, Indiatimes and Sify were roped in to execute this first-of-a-kind innovation, reaching 20% of our TG in a single activity.

Insights, Strategy and the Idea

In the fast growing mango drinks category, frequency of consumption for Slice had declined over the previous year. This was largely attributed to the sluggish growth of returnable glass bottle (RGB), key pack that drives frequency. In order to drive frequency of purchase, we needed to build consumer engagement and “buzz”, key consumption drivers, around the brand. Katrina Kaif, a Bollywood hottie and the brand ambassador of Slice has been integral part of communication since 2008. She was voted the sexiest woman in the world by FHM. On digital, a medium with 25% core audience reach in India, she is the “Most searched Indian celebrity” Using Katrina’s popularity on the web as a springboard, the solution was about tantalizing the Katrina fan through rich-media executions, where the seductress made the consumers drool and grab a bottle of Slice to be able to interact more with her.