Future Media has launched an interactive display called GestureTek, which it has positioned at show windows in key malls across the country. The interactive display is based on the technology of gesture-recognition with a camera capturing movement and displaying it on the format. It provides advertisers a new creative media solution to enhance interactivity with consumers.
GestureTek has been named after its US-based creator company, which is a world leader in gesture-recognition technologies. This is the first time in India that this technology has been deployed simultaneously at 10 locations across the country, including malls in Mumbai, Pune, Lucknow, Delhi, Kolkata, Bangalore, Hyderabad and Chennai, all of which are controlled centrally from a network in Mumbai. Until now, this technology had been restricted to use in only one location at a time, as it was needed to be programmed manually at the location.
VG Jaishankar, Business Director-Visual Media, Future Media Ltd, said, “Introducing new eye-catching technology is becoming increasingly important if one is to grab and engage the consumer’s roving eye. Innovative displays like GestureTek not only help grab consumer eyeballs, but also engage the consumer in a more creative way than normal static media. Introducing innovative technologies like this one is high on our agenda and we look forward to many more such introductions.”
One of the early adopters of this technology is Hindustan Unilever for its brand Sunsilk. This is the first time in the country that a brand – Sunsilk, in this case – has come on board as sole advertiser for a month. Sunsilk has put up 7-8 visuals, which change every time the camera tracks movement. The brand is using this new-age media as part of its ongoing marketing campaign ‘Life Can’t Wait’.