Britannia 1947% more history AR Campaign

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Overview 🔎

To commemorate India's 77th Independence Day on August 15th, 2023, Britannia launched the "1947% More History" campaign, an innovative tribute to the nation's last living freedom fighters. By leveraging Augmented Reality (AR) and Artificial Intelligence (AI), this campaign aimed to bring their untold stories to life, sparking curiosity and appreciation for their sacrifices.

Project Details 🤝

Focus: The campaign featured five inspiring freedom fighters, capturing their personal recollections and experiences through video interviews.

Technology: Utilizing advanced image tracking web AR technology, Britannia integrated these stories into their popular biscuit and beverage packaging. Consumers could access the content by simply scanning the pack's augmented reality marker with their smartphones, activating a unique AR experience.

Storytelling: Through the AR lens, users embarked on a captivating journey, witnessing historical snippets narrated by the freedom fighters themselves. AI-powered Generative AI technology even recreated their younger selves, allowing viewers to connect with them on a more personal level.

Engagement: The campaign went beyond storytelling, offering interactive elements like historical quizzes, downloadable wallpapers, and social media sharing options. This encouraged deeper engagement and spread awareness about the freedom fighters' contributions.

Technology </>

Image Tracking Web AR: Users scan specially marked Britannia product packaging using their smartphones, triggering the AR experience.

3D Animation and Storytelling: The AR experience features 3D animated reconstructions of historical events, narrated by the freedom fighters themselves.

Generative AI: AI technology enhances the experience by recreating younger versions of the freedom fighters, allowing users to connect with them on a deeper level.

Results ✨

The campaign garnered national attention, receiving widespread praise for its unique and meaningful approach.

Social media engagement went through the roof, with users actively sharing their experiences and expressing their appreciation for the campaign.

Consumers discovered a renewed sense of national pride and gratitude for the sacrifices made by the freedom fighters, sparking conversations and reflection across generations.

Conclusion 💥

Britannia's "1947% More History" campaign transcended traditional marketing, leveraging technology to create a powerful and impactful tribute to India's heroes. By embracing AR and AI, the campaign not only provided a platform for the voices of the past but also engaged and educated younger audiences, ensuring that the legacy of the freedom struggle continues to inspire future generations.