PepsiCo Awards Digital Mandate of Slice to iContract

iContract, the digital agency offering from Contract Advertising, has been appointed as the digital partner for Slice, PepsiCo’s mango-based soft drink. iContract, which won the multi-agency pitch, will drive the integrated digital business for Slice.

On awarding the business to iContract, Homi Battiwalla, Senior Director, Marketing (Colas, Juices and Hydration) PepsiCo India said,

Digital is an extremely dynamic space and forms an integral part of our media mix for Slice. Slice is all about indulgence and pure mango pleasure; and through this partnership, we want to create exciting, unforgettable experiences for our consumers in 2014 that strengthen this positioning. We look forward to working with iContract for our upcoming campaigns.

Terming Slice a huge win for the agency, Prashanth Challapalli, Senior VP & General Manager, iContract said that the brand has a very unique positioning and tonality compared to the other players in the category.

We believe that we can create truly path breaking digital experiences for the brand

he added.

Challapalli further said,

The win signifies iContract being a serious player in the digital arena that is poised to compete with the best. This business also formally signals the opening of our Delhi office.

Rana Barua, COO, Contract India added here,

It is a great win for iContract and I look forward to a long standing and mutually rewarding association with PepsiCo. I am certain that with iContract’s digital capabilities and a set of talented high-end digital specialists, we will be able to partner Slice across all their marketing solution needs.

Led by Challapalli, iContract has been expanding its capabilities and hiring people across functions. Apart from Slice, the agency also handles the digital mandates for Shoppers Stop, Expat Properties and the BTL duties of Tata DoCoMo.