Hungama launches augmented reality campaign for Mahindra

By afaqs! news bureau , afaqs!, Mumbai | In Digital | January 10, 2012
The launch of the campaign saw the company's MD petting a virtual cheetah, while sitting on the XUV500 at the Auto Expo 2012.

Digital media company Hungama has conceptualised an augmented reality campaign for car maker Mahindra to coincide with the display of the XUV500 at the Auto Expo. The launch of the campaign saw Anand Mahindra, managing director (MD), Mahindra & Mahindra, petting a virtual cheetah perched on the sleek vehicle created through augmented reality.

The popularity of the augmented reality campaign can be judged by the fact that its video on Youtube has already garnered over 42,000 views in two days. Those who experienced the augmented reality have also started uploading their own videos, creating a multiple effect.

Visitors at the Auto Expo get a chance to experience the augmented reality technology first hand; they can interact with a virtual cheetah, standing on the area marked out on the floor. A big screen over the XUV shows a cheetah walking in and standing next to the visitor. When the image is captured, it shows the visitor, the car, and the cheetah, with a watermark on the image -- Me with the cheetah! -- XUV500.

Carlton D'Silva

Commenting on the use of augmented reality, Carlton D'Silva, chief creative officer, Hungama Digital Media, says, "This campaign made an unforgettable experience for the people present at the venue. Augmented reality will change the way outdoor and display advertising is done across categories and brands. In the case of the Mahindra XUV500, the car and the brand embody the characteristics and design elements of the cheetah. While the cheetah has been an integral part of the brands' print and television advertising, this was the most innovative way to have the animal in a non-static form at the display of the car at the Auto Expo 2012."

As part of the campaign, Hungama has also created a website and WAP site for Mahindra, which gives users a virtual tour of Mahindra's stall at the Auto Expo. The website also has links to social media destinations of various brands, shares functionality, and an inquiry form.

Besides this, iPad applications, digital brochures, and cut-out applications have also been created by Hungama.

Hungama had earlier used augmented reality for the 7Up Allu Arjun campaign.

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