Top Story


Home >> Out-of-home >> Article

Future Media introduces interactive display GestureTek

Font Size   16
Future Media introduces interactive display GestureTek

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’.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)

Rushes captures adrenaline-pumping activities in their most native forms in India

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...