Ranveer Singh urges 'unmute' in NutriChoice AI campaign

Britannia, in collaboration with its partner agency, Mindshare, has launched a groundbreaking initiative, heralding India's debut AI-powered Mixed Reality Smartphone Camera. The innovative venture is powered by Flam, an AI-driven mixed reality content platform, promising an engaging experiential advertisement experience for visionary brands, as stated in a recent press release by the company.

With this innovative campaign, consumers can seamlessly access exclusive content by scanning QR codes through their smartphones, unveiling a captivating video featuring Ranveer Singh within their smartphone camera interface. The dynamic experience aims to convey Britannia NutriChoice Digestive biscuit's unique selling proposition of being made with 100% atta and 0% Maida*.

"At the heart of this groundbreaking campaign lies an AI-powered mixed reality camera, seamlessly integrated with an instant app activated via QR codes," explained Britannia. The campaign showcases cutting-edge capabilities, leveraging image tracking in 3D space to generate immersive mixed-reality 3D content. Operating at an impressive speed of 60 frames per second, the camera ensures smooth video playback, even during image translation or rotation. Powering this technology is the visual transformer, a deep-learning AI model engineered for similarity matching and image recognition.

Amit Doshi, Chief Marketing Officer at Britannia Industries, expressed excitement about the innovative consumer experiences enabled by technology in marketing. He praised the seamless integration of the AI-powered camera technology, facilitating immersive engagement without the need for app downloads or webAR.

Amin Lakhani, CEO of Mindshare, highlighted the transformative potential of the AI-powered camera technology in reshaping brand-consumer interactions. He emphasized the collaborative effort between Britannia and Mindshare in pioneering a new era of brand engagement that empowers consumers and unleashes creativity.

Shourya Agarwal, Founder & CEO of Flam, underscored the scalability and efficiency of their camera technology, designed to support billions of users across all devices. He lauded the partnership with Mindshare and Britannia, heralding a new era of experiential advertisements that foster user engagement and shareable storytelling.

The innovative campaign marks a significant milestone in the convergence of technology and marketing, promising to redefine brand-consumer relationships through immersive experiences and creative engagement opportunities.