Through a multi-media campaign Katrina began enticing consumers to buy Slice wherever he went, whether it was on TV or Outdoors. In digital-media, we convinced three of India’s biggest portals to create a “virtual chase” for Katrina by allowing diversion of traffic to each other’s URLs. This was like asking Google to divert all their traffic to MSN!

In the ‘chase’, Katrina walked in waving at the consumer and teasing him into following her to the next portal which had her blowing kisses, signalling him to continue following her to the third portal where he would feed his phone number on the banner and she would call-back describing the promotion. The banner and the phone-call were synchronized in real-time giving the experience of having a conversation with her.

This first-of-a-kind, voice-synchronized banner and simultaneous homepage takeover of portals spawned a frenzy to participate in the promotion leading to massive buzz.

When insight met innovative solution, Katrina’s fans went crazy. Over 2 million people phoned in. Through the digital innovations alone we reached 20% of our digital target audience on the very first day of the campaign. Average interaction rate on the voice-synced banner was 2.5% - double the industry average. Slice consumption frequency soared by 25%. It gave Slice a 3% share gain and a staggering 225% upswing in rate of growth of the glass bottle SKU.