Augmented Reality (AR) has brought a clear disruption for marketers in their quest of communicating with relevant target audience. It has brought interactivity to the real world, maintaining a viral loop. All one has to do is download an app on a smartphone or sit in front of a web-cam to experience AR magic. From automotives to luxury brands to FMCG industry, every sector has started integrating AR into its marketing strategies.
But India is yet not seeing the depth of work that some of the international markets have done on the back of AR. It has just scratched the surface in India and the country is still three years behind the global standards. India is still at a nascent stage though the country has witnessed Mahindra using the technology at the Auto Expo to launch its Mahindra XUV500. McDonald’s tried out AR when it launched McFlurry in India and Lakme Fashion Week experienced the launch of Godrej Interio's latest furniture on the ramp through AR. Not only brands but movies such as ‘Ferrari Ki Sawaari’ also did AR stunts that witnessed participation of about a lakh people in just two days.
Alyssa Altman, Vice President, SapientNitro believes that with increasing access to better technology, AR will be a clear choice for marketers. She elaborates on the importance of augmented reality in marketing to build interactivity. She also explains the growing relevance of Facebook Graph as a marketing tool. View the video to know more…
The story has been compiled by Twishy. The video has been edited by Abid Hasan.