Bypassing the COVID-19 imposed lockdown creatively, Rupa, one of India’s leading innerwear & casual wear brand wanted to enable its audience to experience the famous Durga pandals in Kolkata - digitally. The brand desired to encourage users to celebrate festivals responsibly and empower them to visit various darshan sites from the safety of their homes.
With India’s festive season just around the corner, it was important for mCanvas to create a campaign that enabled users to celebrate Durga Puja in a way that would resonate well with users. Integrating virtual reality and accelerometer and gyroscope motion sensors, the interactive ad prompted them to physically interact with the ad. Increasing relevancy of Rupa’s campaign with regional targeting, the campaign reached users specifically in West Bengal, Bihar, Rajasthan, Orissa, Jharkhand, Assam and Delhi NCR. Additionally, the ad was amplified on a microsite, wherein users could explore other popular pandal sites virtually.
The high-impact, interactive ad opened to the copy ‘Rupa welcomes you to Kolkata’s famous Durga Darshan!’. Using accelerometer and gyroscope motion sensors, users were prompted to physically take a step forward to begin. On doing this, the screen transitioned to a pandal site, and they were encouraged to move their phone around to explore the area, using virtual reality. A button on the screen ‘Go Inside’, transitioned users inside the pandal, where they could further explore the site. Alternatively, a button ‘Go outside’ directed users outside the pandal once more.
The rich-media mobile ad also featured an instruction to ‘Swipe up for more’, wherein other famous pandal sites like Chalta Bagan, Shreebumi, etc. were enlisted. Users could experience these pandals on a microsite. On tapping the slider button at the side of the screen, the ad transitioned to the closing screen, with relevant messaging. The CTA ‘Shop Now’ directed users to the brand’s website for more information on its products.
"Durga Puja celebrations are always a grand affair in Kolkata every year, and this time was no exception. Bypassing the limitations that the lockdown has imposed on us, we wanted to empower our audience to experience some of most famous pandals in the city - virtually. Our #RupaDurgaDarshan concept nicely executed partnership with mCanvas has enabled us to provide a unique digital experience for our users, with the perfect blend of creativity and advanced technology."