MUMBAI: Dentsu Digital has launched its mobile marketing platform ‘iButterfly‘ in the Indian market to help marketers to connect with their consumers on mobile.

Originally developed by Dentsu Inc., iButterfly was first launched in Japan in 2010 as a "Coupon Entertainment" platform. After Japan, iButterfly has been launched across the Asian region by many Dentsu network agencies. The markets include Singapore, Indonesia, Vietnam, Hong Kong and Thailand.

According to the agency, brands like Samsung, Reebok, Starbucks and Dove have used iButterfly to connect to the consumer.

This mobile application works through a combination of three technologies: Augmented Reality, Motion Sensing and GPS. It creates a virtual environment where marketers can push branded messages or promotional information to their target audience by transforming simple content into "colorful", "eye-catching" virtual butterflies that can be caught on mobile devices and stored through a swipe action.

Once these butterflies are caught they can be collected and redeemed or traded for offers. These virtual butterflies can also be exchanged amongst friends and family. iButterfly is also integrated into social media -Face book where consumers can keep track of new offers and information on various brands by signing up and following the iButterfly conversation.

Dentsu India Group chairman Rohit Ohri said, "iButterfly - is a truly transformational platform that will help brands in India create massive differentiation. In a highly fragmented media environment today, brands need to connect with consumers in a disruptive yet simple way. And iButterfly does exactly that by putting the experience right into the hands of the customers. iButterfly brings alive Dentsu‘s India communication philosophy - ‘currency is the only currency‘ which seeks to build constant relevance for brands in the NOW. For customers today, it‘s all about the power of immediacy and instant gratification".