Britannia NutriChoice has announced the groundbreaking advancement in Brand Experience with the introduction of India’s first AI-powered mixed reality smartphone camera.
This initiative was in collaboration with their innovative partner agency, Mindshare, and the technology was built by Flam, an AI-powered mixed reality content platform for marketing.
With this campaign, consumers will now be able to scan the QR code on their smartphones to experience a video from Ranveer Singh. After scanning, the static image comes alive with a video that delivers the message that Britannia NutriChoice Digestive biscuit is the only digestive biscuit made with 100% atta and 0% Maida.
At the heart of this new campaign lies an AI-powered mixed reality camera, flawlessly integrated with an instant app activated via QR codes. By using image tracking in a 3D space, the camera utilizes feature points to generate mixed-reality 3D content at an operating speed of 60 frames per second.
Amit Doshi, chief marketing officer, Britannia Industries, shared, “The application of technology in marketing is deepening and it is exciting to build such novel consumer experiences. Users can now immerse themselves through their phone camera, without the need for app downloads or webAR. It is truly rewarding to have partners like Mindshare, who powered this innovation and brought it to reality. Together, we are pushing the boundaries of creativity and technology to engage consumers in unexpected ways.”
Amin Lakhani, CEO, Mindshare shared, “From personalised content experiences to real-time engagement opportunities, this AI-powered camera technology is set to transform how consumers perceive and interact with brands. Together, Britannia and Mindshare are not just disrupting the status quo; we’re pioneering a new paradigm — one that empowers consumers, amplifies creativity, and unlocks limitless possibilities for brand engagement.”
Britannia’s experience will soon be available at several retail touch points for consumers to experience, in addition to the print advertisement.
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