iContract bags digital mandate of Slice

The agency is also in the process of setting up its Delhi team, which will service the Slice business along with the Mumbai team.

PepsiCo has appointed iContract to handle the digital duties of Slice, the mango-based soft drink. The agency, which won the business after a multi-agency pitch process, will provide integrated digital strategy for the brand. iContract is also in the process of setting up its Delhi team, which will handle the Slice account in association with the Mumbai office.

Last year, Mindshare had worked on Slice's digital campaign.

Homi Battiwalla, senior director, marketing (colas, juices and hydration), PepsiCo India, says, "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; 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."

Prashanth Challapalli, senior vice-president and general manager, iContract, says, "PepsiCo is one of the most admired companies in the world and Slice is a huge win for us. Slice has a very unique positioning and tonality compared to the other players in the category and we believe that we can create truly path breaking digital experiences for the brand." He believes that the business win will portray iContract as a serious player in the digital space.

Rana Barua, COO, Contract India, says that he is confident about iContract's digital capabilities and a set of talented high end digital specialists will be able to help Slice across all its marketing solution needs.

iContract is the digital agency of Contract Advertising. Challapalli, who leads the agency, came on board in August. Some of its other clients include Shopper's Stop, Expat Properties and the below-the-line duties of Tata Docomo.