AR, VR or mixed reality: Key is to use tools to enhance the message

Immersive technologies like augmented reality (AR), virtual reality (VR), and gamification are transforming experiential marketing, creating new opportunities for brands to connect with audiences.

At the exchange4media Red Carpet Experiential Marketing Summit, held in Delhi, top industry professionals gathered to discuss the evolving landscape of immersive experiences and their role in marketing.

Moderated by Shantanu David, Special Correspondent at exchange4media, a roundtable on ‘The Role of Immersive Technologies in Experiential Marketing: AR to Gamification’ panel featured insights from Ashish Kaul (CMO, Hero Realty), Dhruv Davar (CEO, Inextis Events Pvt. Ltd.), Nanni Singh (Chief Executive, Showcase Events), Ruchin Kohli (VP North EEMA & Founder, Occasion Xperts), and Shradha Agarwal (Co-Founder & CEO, Grapes Digital).

Kaul highlighted the significance of storytelling in experiential marketing. “Immersive technologies must do more than offer spectacle; they need to uplift existing categories or create new ones. Without a clear business goal, such experiences risk being reduced to mere optics,” he stated. Kaul emphasized the importance of aligning technology with business objectives, noting that campaigns often fall short due to insufficient understanding of technological potential.

Singh shared a heartwarming campaign by her team, where senior citizens were engaged with retro movie screenings in collaboration with PVR and INOX theaters. “We aimed to create an emotional connection rather than a run-of-the-mill event. During the interval, a couple shared that this was the first movie they were watching together after 40 years of marriage. That level of emotional impact is unmatched,” she said. Singh revealed that this initiative not only resonated with the audience but also boosted the brand’s fixed deposit business by 30 times.

Agarwal emphasized that technology is a tool, not an end in itself. “Many briefs ask for ‘tech activities’ without a clear understanding of the purpose. Whether it’s AR, VR, or mixed reality (MR), the key is to use these tools to enhance the message,” she explained. Agarwal pointed to IKEA’s AR campaign as a standout example, allowing users to virtually place furniture in their homes, thereby democratizing AR for the average consumer.

Davar echoed this sentiment, describing the use of AI-driven solutions to enhance event efficiency and sustainability. “For an event in Dubai, we used AI to analyze food preferences of attendees from 76 nationalities. This allowed us to customize the menu in real-time, reducing food waste and enhancing the guest experience,” he shared. Davar stressed that such applications demonstrate how AI can merge functionality with a compelling narrative.

Kohli highlighted challenges in the Indian market, where technology adoption often lags behind global trends. “There’s a trust deficit when clients are introduced to new technology. They often ask, ‘How can we trust this will work?’ On the other hand, if the same technology has been used abroad, it’s seen as outdated. This paradox slows down innovation,” he explained.

Despite these challenges, Kohli shared success stories like a virtual basketball net campaign by Invesco. “This campaign invited audiences to virtually ‘shoot hoops’ while communicating the benefits of investing in ETFs. It was a perfect blend of engagement and messaging,” he noted.

Kaul added that India’s experiential marketing space has been catching up. “In the last decade, we’ve significantly reduced the gap between global and Indian markets in terms of technology use. However, we need to shift from focusing on optics to understanding the business impact of immersive technologies,” he said.

The panelists agreed on the potential of AI and mixed reality (MR) in shaping the future of experiential marketing. Davar predicted that AI’s integration into sustainability and personalization will redefine how events are planned and executed. “AI chatbots and preference analysis tools are already saving time and enhancing guest experiences,” he noted.

The consensus among the speakers was clear: technology is a means to an end, not an end in itself. The panelists called for a deeper understanding of how immersive technologies can create memorable, emotionally resonant campaigns.

As Singh aptly summarized, “Whether it’s using AR for a grand campaign or creating an intimate experience with a personal touch, the goal is always to connect authentically with the audience. Technology is only as powerful as the stories it tells.”

The roundtable highlighted that the future of experiential marketing lies in balancing cutting-edge innovation with a human-centric approach, ensuring that every campaign not only dazzles but also delivers measurable impact.