For quite some time, Slice had been sexciting an erstwhile innocent mango drink, which was consumed largely by “non-sexually active (at least in imagination)” people (read kids and post-youth individuals). And to do so what could have been a better option than use Katrina Kaif to manifest desire in its mango form. In a morally monogamous world (and sometimes pathologically so), the very next stage of desire is the vowed consummation of marriage, which in the glorified stories of Indian aristocracy took the Swayamvar route.
So it was but natural for Slice to arrange Slice Swayaamvar to help the leading lady of the campaign actualize her desire-fulfilment without antagonizing the society. In this campaign review, we shall see how well-managed the Slice Swayaamvar is.
As the summers approaches, Slice wants to engage its users by giving them a great online (primarily mobile) experience via a Swayaamvar!
The campaign begins with asking people to download campaign app for android or apple devices, or to go for the desktop version, clicking on a link to which takes to a new windows with a mobile-size interface where one needs to input a number given in the main browser to pair it. The same happens in the android app that I’ve tested.
In the beginning of the teaser campaign a Princess begins talking about the journey of “mango,” which is, needless to say, is also the journey of her desire she embarked on in the last season. The campaign features some nicely shot videos with a voice over of the leading lady talking about the secret temptations of mango, and ways to fulfill the desire, which appears from the campaign, is to meet her.
The campaign ends with a call to action to connect with the brand on Facebook. It has employed an exit-gate to spread the words via those who’ll choose not to connect. By the design of the campaign it can be said that the primary target audience of the campaign is mobile and tablet users.
The brand has taken the campaign idea of desire to the next level in a socially-accepted way, thus not to run a risk of being too much sexciting for a mango drink. Taking thirst as a metaphor for desire, Slice with its recent campaigns has tried to turn the pulpiness and juiciness of mango into the object that fulfil the desire.
The campaigned developed on the positioning the brand has created earlier, and the continuation of its previous year’s concept will work nicely to add to the brand recall value, which in turn will itch the brand’s name deeper on consumer’s consciousness.
Instead of asking people to download app on their android and iOS devices to begin the journey, the app should be brought into picture only after people are engaged with the campaign. By asking upfront for downloading the app, Slice is forcing people, who already have taken a big action by visiting the website, to take one more action (which is a big one) to participate in it. This entry barrier was not required.
The poetic visual of the campaign should have been accompanied by an equally poetic monologue, which is missing. The banality of the Katrina’s monologue is taking away from the experience. And the teaser is missing the cliffhanger to motivate people to connect with the brand to know what will come next. And I also didn’t understand the need to pairing. It could easily have been done without.
Apart from some savvy (and irritating) tech muscle flexing, the pairing does very little value addition. Unless Slice is planning to use it a meaningful way, it appears to be unnecessary nuisance.
The campaign takes the brand message forward in a meaningful ways, but the overall impact of the message is dampened because of some minor flaws in the execution.