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Aurora Comms creates a new ‘reality’ in Max New York Life's campaign

MUMBAI: Retail media network, Aurora Comms, has carried out a campaign using the technology called augmented reality for insurance provider Max New York Life.


Taking over the prime ground floor area at Mumbai’s InOrbit mall, Aurora Comms brought to the fore some ‘augmented reality’ to create a buzz. The same was also executed at DLF Promenade in Delhi where it brought to life the ‘devil and the insurance agent’, virtual characters from the brand’s TV commercial. It created a separate area inviting the mall’s many visitors to step into a new experience.


Once someone is in the square area created for this experience, the devil and the agent would appear in front. The person would be prompted to punch and destroy the devil in many ways, with the agent interacting and advising too. This was coupled with a background score making it an engaging experience for the participant and the hundreds of onlookers.


The idea was to communicate that Max New York Life Insurance gives the right advice to audiences. Also, the activity being scheduled at major Indian metros and B towns in-sync with the TV commercial being on air means that this campaign is helping to reach out to thousands of targeted customers.


Max New York Life director and CMO Anisha Motwani said,, "Max New York Life has always thought of communicating to its audience in an effective and innovative medium. The AR initiative is an extension of our new brand campaign ‘Aapke Sachche Advisor’." Vishakha Singh, Executive Director from A Comms adds "Augmented reality has the capability to engage audience in real size yet virtual world and this is what we designed for Max New York Life consumers. We’re glad this campaign is delivering the communication to the consumers."

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