MUMBAI: Insightful digital outreach agency MindShift Interactive has bagged the digital mandate for SWIPE – a Pune based company, which manufactures tablets, mobile phones and computers.

The account was won following a multi-agency pitch. MindShift Interactive will be responsible for creating brand awareness and leveraging the overarching positioning of ‘Live Your Faith’ across digital platforms via engaging content, interactive campaigns along with celebrity and blogger associations.

SWIPE has roped in Bollywood actress Priyanka Chopra as its brand ambassador, as it looks to bolster its presence in the country's tablet and smartphone market. The social media strategy will involve showcasing the principle of ‘Live Your Faith’ through the brand’s and Chopra’s eyes, whilst also creating outreach and a sales-driven strategy for their latest entrant into the smartphone market - SWIPE ELITE, an online only brand.

MindShift Interactive CEO Zafar Rais said, “With the growing usage of smartphones in India and the data available to us on the increased usage of internet on smartphones, we understand the need state for SWIPE to leverage digital as a means to reach out and build a community of evangelists amongst their target audience. SWIPE’s positioning, Live Your Faith will be a core driver towards building engaging content and campaigns that relate to the target audience. Breaking away from the clutter and leveraging new forms of technology is the only way for us to create a MindShift for the brand and we’re excited to unravel a lot of this soon.”