New Delhi: To celebrate the spirit of India’s resilience and stories of ordinary citizens who reflected extraordinary qualities in trying times, beverage brand Slice today launched its new initiative, ‘Aam Nahi Khaas Ho Tum’.
Slice for the first time has launched an emotional and impactful ode to celebrate the selfless acts of these unsung heroes who tirelessly worked towards helping each other in their limited capacity during the second wave of the pandemic. Celebrity actor – writer, Piyush Mishra, has been specially roped in to lend his powerful voice to this tribute.
The brand is also changing its logo for the first time to reveal the inspiring stories of these ‘Khaas’ citizens – for example, of a gentleman called Rajiv Singhal who provided home cooked meals to over 200 patients free of cost; or Javed Khan who converted his auto rickshaw into a mini ambulance for helping critical patients during the challenging times.
The brand has launched a special interactive AR filter that lets consumers scan the Slice logo, anywhere – on the bottle, on a billboard, or anywhere in the virtual world, changing into a tribute for these COVID heroes.
In the past few months, as India faced the second wave of the ongoing health challenge, citizens across the nation selflessly stepped forward to help each other and their communities – whether it was support through amplifying resources, raising funds for the needy, providing transportation for the sick or be it exchanging information for provision of hospital beds or oxygen cylinders. As part of the campaign, the Slice logo on the bottles and anywhere across the virtual world will change into the story of a Covid hero using the AR filter.