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Tanishq debuts hyper-realistic 3D DOOH billboards with new installation

The immersive optical illusion display was executed by Laqshya Media Group in Mumbai.

Mumbai: Hyper-realistic 3D digital out-of-home (DOOH) billboards have been stunning passers-by on busy streets in Japan, South Korea, the US, the UK, Kuala Lumpur, Singapore, China and now it has debuted in India with Tanishq’s latest installation. Laqshya Media Group executed ‘India’s first immersive 3D anamorphic’ installation for Tanishq’s season of bloom collection - Live a Dream. 

The display, installed at Mumbai’s Bandstand Promenade in Bandra, is called an anamorphic illusion or anamorphosis, which is a distorted projection that reveals itself once you occupy a specific vantage point.

The brief for this campaign was to do something “dreamy, paradisal, surreal and larger than life” and introduce the collection to a broader set of audience in a way that is accessible, engaging, and celebratory, according to the agency. The attention-grabbing OOH execution highlights ‘a distinct diamond jewellery that mirrors desire.’ Seeing the optical illusion effect on the billboard in real life creates a unique experience for the viewer.

 “We at Laqshya Group are excited to execute and display India’s first 3D anamorphic DOOH installation for Tanishq’s special collection – Live a Dream,” said Laqshya Solutions COO Amarjeet Hudda. “Using a technique called ‘Anamorphosis’ to create optical illusions for the viewer has happened in India for the first time. We see it as a powerful new tool for creatives. The installation is hard to describe but incredibly easy to view, with the correct perspective, lighting and shadows, which require no fancy eyewear, mirrors or technology.”

“We are always looking for new ways to surprise consumers with exciting, imaginative, and meaningful experiences. This project has hit the benchmark for sure. Through this impactful DOOH branding exercise, we are taking brand immersion to a different level. It is stimulating strong interest and demand in the advertising community,” he further added.

As technology progresses, the push for immersion and for a blended reality with our everyday screens is what will define most of the future trends in the advertising industry and beyond. It started with virtual reality (VR) and Augmented reality (AR) and now it is moving to out-of-home.

Since its launch over the weekend, the installation with its innovative technology and its eye-grabbing visuals has been garnering appreciation in the city and the brand hopes to take the installation to other major markets as well, according to the statement.

Speaking about the partnership with Laqshya Media Group and the campaign, Titan Company GM of marketing for Tanishq Ranjani Krishnaswamy said, “Tanishq has forged to create new paradigms in the jewellery category. Keeping our consumers at the centre of all conversations, we would like to create new narratives with innovation, collaboration, and imagination. This April we are exploring the launch of our collection 'Romance of Polki’ in an immersive metaverse experience and today we are glad to bring another immersive experience for yet another special collection ‘Live a Dream’."

"This first 3D installation is a senatorial experience to the surreal world of dreams and brings alive the beauty, intricacy, and craftsmanship of the collection. Special thanks to our partner Laqshya who have worked alongside to bring this imagination alive,” she further said.

Watch the brand film of the immersive 3D DOOH installation here:

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