Before moving on to the case study, it’s essential that we take a look at what exactly is AR or Augmented Reality. To get you thinking, have you ever tried out ‘Instagram or Snapchat Filters’? They are the most common examples of Augmented Reality experiences that are accessible to most people. Another, more hands-on experience of AR is the game called Pokèmon Go. Yeah, remember Pokèmon Go?
A crisp definition of AR would be ‘immersive technology that overlays digital information - such as audio, video, and text - onto the real world and objects.
This article discusses some case studies on "AR advertising and branding campaigns in India."
The stellar visual symphony provided by AR that takes experiences ‘beyond screens’ is an engaging medium for the flow and communication and information. This technological prowess can give a significant boost to advertising industries across the globe.
In terms of India, the ‘internet revolution’ has shattered the barrier of accessibility to a gigantic number of people across the country. The penetration and access are wide and far, even to the remotest locations.
So, when it comes to AR, brands can be confident about using AR technology for their advertising and branding campaigns.
Tata is a name that needs no introduction. They’ve been the backbone of Indian mobility for decades with their trusty automobiles. They’ve left no stone unturned in the field of branding and advertising, and their AR campaign was no exception.
The automobile industry has always been very competitive, even more so today, and brands need to bring their ‘out-of-the-box’ campaigns constantly. For Tata, being a brand of this scale, it is essential for them to set aside a budget for experiential marketing.
Tata's augmented reality (AR) campaign presented its latest car models, allowing customers to experience these vehicles in three dimensions and thoroughly examine their features. Through the AR campaign, customers could engage with the cars, delve into their design and functionalities, and even embark on a virtual test drive. This advertisement not only successfully increased awareness about Tata's new car lineup but also significantly boosted sales.
The success of Tata's AR campaign can be attributed to its innovative utilization of technology, which crafted a unique and immersive brand encounter for its clientele.
Lenskart, a well-known name for eyewear in India, is a heavy utilizer of AR technology for their sales and campaigns. Their founder Peyush Bansal has publicly stated in 'Shark Tank' that they always keep looking for the best or new ways to advertise or for branding activity.
In the case of Lenskart, they have not kept AR just for branding and advertising campaigns. Rather, they have integrated it as an essential part of their shopping experience that users can take advantage of and get results in real-time, making their shopping experience hassle-free.
By simply using their phone's camera or computer’s webcam, users can virtually try on both eyeglasses and sunglasses, all thanks to Lenskart's advanced AR technology. The Lenskart app and website leverages facial recognition technology to precisely assess the user's facial features, enabling real-time virtual fittings of glasses and sunglasses. This allows users to experiment with multiple frames, seeing how each one complements their face, thereby enhancing the personalized and engaging nature of the purchase experience.
The remarkable success of the Lenskart app can be attributed to its groundbreaking application of AR technology within the eyewear industry, resulting in a profoundly immersive experience that has significantly boosted customer engagement and driven sales.
To create a 360-degree film for Amazon India Fashion Week, Maybelline, a cosmetics company, deployed augmented reality technology. The film took full advantage of AR to create a completely immersive experience for viewers, allowing them to view the makeup collection from all angles. The film was designed to be viewed on a smartphone or a VR headset, creating a unique and engaging experience.
The success of Maybelline’s 360-degree film can be attributed to its innovative AR technology, creating a new and engaging way for viewers to experience makeup collections. The film also showcased the potential of AR technology in the fashion and beauty industries, providing a new way for companies to showcase their products to customers.
During the COVID-19 Lockdown, when people weren’t allowed to step out, Maybelline worked with media agency to create an augmented reality ad that allowed people to try out the lip colors virtually. The campaign was very successful and well-received by the audience.
These were some successful AR campaigns for Advertising and Branding in India. While still nascent, AR or interactive Marketing is becoming a popular and convenient choice for brands to get their message out. Although AR still needs to be explored to be a standard and norm, we’re well on the way.
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