Conceptualised by 82.5 Communications, the campaign shows how, in front of the Slice card, everything else seems surprisingly slow. The films are sure to resonate with the youth of today who want to live for now and wouldn’t want anything to slow them down
In a move to capture the cricket momentum, slice launched its first ad film on Disney+Hotstar.
With an aim to expand its reach among millennials & gen z in India, slice’s ad films will play on Hotstar during IPL between 19th September – 15th October 2021 and will also be promoted across digital platforms like Youtube and Facebook.
In a series of quirky, 20-second films, slice puts the spotlight on its super card’s key USP - its speed! With “Makes everything else seem slow” as its theme, the campaign highlights how the slice super card is different from traditional credit cards by focusing on how it makes the world faster and instant for today’s generation. Conceptualized and created in partnership with 82.5 communications, the ad films aim to show the world from the point of view of millennials and gen z in India. The first ad opens with a relatable scenario like a house party, where everything, except the slice card user, is in slo-mo. The slice card is designed to cater to this generation’s desire to make the most of their now and their need for instant gratification.
Commenting on their first ad campaign, Rajan Bajaj, Founder & CEO, slice, said, “From the fastest onboarding experience, instant rewards and cashbacks to the quickest customer service, the slice card is designed to be the ‘fastest’ card in the market in every way for millennials and gen z. We believe that speed plays a critical role for today’s generation and we want to be with them every step of the way. This is also crucial to ensure this set of consumers have a delightful customer experience, where all their needs are addressed instantly to help them make the most of their NOW.”
Sumanto Chattopadhyay, Chairman and Chief Creative officer, 82.5 Communications, India says, “Slice is a unique start-up brand that presented us with something that’s become remarkably rare these days—the opportunity to work on an ad campaign with a single-minded focus. The creative output speaks for itself.”
Naveen Raman, Sr. Vice President and Branch head, 82.5 Communications - South adds, “Every time I speak to someone who belongs to Gen Z, I realise how fast the world around us is changing. Their outlook towards money, spends and credit is so different. Everything needs to be fast - fast decisions, faster execution. Slice caters to this mindset and this campaign shines a spotlight on this 'instant' attitude of the new generation.”
Sangeetha Sampath and Ravikumar Cherussola, Group Creative Directors, 82.5 Communications - South, further elaborated, “A campaign for a credit card challenger brand should challenge the status quo of the category’s advertising. That really was our starting point. And here we are – with a sharp, edgy, youthful campaign that does justice to a card that is ‘nothing like a credit card’.”
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