Mahindra’s interactivity goes virtual

Mahindra has partnered with Hungama Digital Media to introduce their augmented reality campaign, which extends virtual creations into the real world

e4m by Rahul Dubey
Updated: Jan 9, 2012 7:33 AM
Mahindra’s interactivity goes virtual

The Mahindra pavilion at the Auto Expo 2012 has been drawing crowds, not just because of the automobiles on display, but also because of the company’s experimentation with augmented reality, a technology that enables extending virtual creations into the real world.

As part of the initiative, a virtual cheetah interacts with the crowd. The life-like animal can be seen perched on top of Mahindra’s newly launched vehicle, the XUV500. The virtual cheetah, which was unveiled by Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group, at the Expo, is the creation of Hungama Digital Media.

Hungama Digital Media has been actively working on high-tech augmented reality creations for some time now. They have utilised digital media on iPad applications, digital brochures and cut-out applications to accelerate the campaign.

In the latest move to attract consumers and automobile users, Hungama has created a website and WAP site for Mahindra, which allows users to virtually experience the ongoing Auto Expo 2012 at their homes via a webcast.

Also on display is what is touted as India’s first Adventure magazine available on iPad and Mahindra’s award winning ‘Mahindra Adventure’ game as well. Visitors to the stall can also get themselves photographed with the line-up of Mahindra vehicles via a special iPad photo app.

Given that the focus of Auto Expo 2012 is on green technologies that can reduce carbon footprint and save energy, Mahindra has sought to make this activity as green as possible.

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