slice X Mumbai Indians 2024

For slice’s principal sponsorship campaign with the Mumbai Indians in the 2024 IPL season, I led the creative direction, project management, and execution of digital assets, while contributing to campaign strategy alongside my marketing team.The flagship brand film, ‘Too Fast, Too Easy’, was a rap music video showcasing slice’s lightning-fast UPI payments with pinless transactions and up to 2x cashback. Featuring Hardik Pandya, Jasprit Bumrah, Nehal Wadhera, and Tilak Varma, the film was conceptualised in-house and executed under the direction of Rohan Shetty and Sanjna Krishnan, produced by eO2 Experience, with VikyPup delivering a stellar job on the edit and VFX for this extremely visual piece.The brand film, ‘Confession Tape’, was a mockumentary style video showcasing showing the obsessive behaviour that users tend to build with our slice UPI as they try to hunt and collect cashback on every transaction. Featuring Hardik Pandya, Jasprit Bumrah, Nehal Wadhera, Tilak Varma, Tim David and Piyush Chawla; the film was conceptualised in-house and executed under the direction of Rohan Shetty and Sanjna Krishnan, produced by eO2 Experience, with VikyPup on the edit.Beyond the film, I also oversaw the creation of social media edits, performance ads, brand assets, and display creatives to extend the campaign across platforms. Additionally, I was involved in content production—from vox pop reels to IRL contests—that added energy and engagement to the overall campaign.This project was a significant learning experience, allowing me to manage a product campaign internally end-to-end while shaping how slice’s youthful, modern brand identity played out across different formats.