Slice to celebrate Covid heroes with ‘Aam Nahi Khaas Ho Tum’. A new initiative by Slice to celebrate the efforts and to remember the stories of ordinary citizens who reflected extraordinary qualities in the lockdown period.
The program covers the selfless contributions done by our unsung heroes who tirelessly worked day and night to protect our citizens all over the country. The Ad, ‘Celebrating the Khass’ is made special by lending the voice of the well-known writer and actor Piyush Mishra.
For the first time, the brand is also showcasing its product in different packaging. Slice is also changing its logo, to reveal the inspiring stories of our heroes, ’Khass Citizens’. In their first set of productions, Slice wraps the story of a Citizen named, Rajiv Singhal, who took the initiative to provide home-cooked meals to over 200 patients free of cost daily. Also tells the story of Javed Khan, who converted his auto-rickshaw into a mini ambulance for helping critical patients at the period when the second wave hit quite hard in India.
The brand also introduces an AR filter that lets the consumer scan the Logo, IT can be anywhere, on the bottle, on a billboard. It will pop up with a video of giving a tribute to over Covid Unsung heroes.
Anuj Goyal, Associate Director, Tropicana and Slice said- ‘the past few months, especially in the second wave we have seen several bravery activities from different peoples. We saw an army of people, who are ready to fight Covid in whatever way possible, and in this difficult period, the resilience of our people has come to the forefront. We saw old, young, men, women, everybody joins together to strengthen the traction. Through our new campaign, ‘Aam Nahi Khass Ho Tum’ aims to project the beautiful thus inspiring stories of our people and to salute in our way to their indomitable spirit by putting up their stories in our products and Ads and our Brand Logo as well.
In the past few months, India faced several challenges in the health sector. The unavailability of certain medical equipment including ventilator beds and Oxygen cylinders. There are a lot of people who come forward to help selflessly to safeguard their neighbors and they worked hard irrespective of day and night. As being part of India, we must respect these brave spirits. He added.
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