Mumbai: In a bid to create a connection with young discerning audiences, Van Heusen, India’s premium lifestyle brand from Aditya Birla Fashion & Retail Ltd. and the country’s leading live entertainment platform, Paytm Insider presented a fabulous live concert ‘Van Heusen MetaPlay’ on partynite metaverse, featuring India’s pop band ‘When Chai Met Toast’.
WCMT’s debut live metaverse concert was a success, thanks to the aura created by their infectious happy sound which transcends age, genre and even language, drawing in a whopping number of viewers from around the globe. The concert took place on the partynite metaverse where the band won many hearts by performing their classical tracks, blending acoustic folk with indie rock tunes. The audience members had an unforgettable experience at partynite, where they got a chance to witness the artists’ avatars in a larger than life virtual concert.
Within the world of partynite’s metaverse, the audience was able to explore several marvelous opportunities by living vicariously through their Meta human avatars while experiencing an exotic Metaverse landscape. The event featured a metaverse apartment, a Van Heusen metaverse showroom, the concert arena and the concert stage. Following this sequence, the fans were seen jumping into the metaverse world, transitioning themselves from in real life to virtual characters.
By logging into the partynite app, the audience members first landed at their individual metaverse ‘Apartment’ where they found a Van Heusen commercial being aired on the screen. At the wardrobe area, the member was directed to enter the Van Heusen metaverse which led them to a showroom space. The cool and fabulous Van Heusen virtual store had a set of over twenty ensembles on display for the audience members to dress up before they headed to the concert area. The ensembles were picked from Van Heusen’s range of sub-brands starting from formal, casual, denims to active wear & high fashion categories. Throughout the metaverse activity, Van Heusen intended to introduce the concept of a virtual version of a Van Heusen clothing line that enables the brand to be a part of the consumers’ evolving interests. The showroom also had a portal through which the audience members were transported to the concert arena.
The concert arena was modeled as an modern urban cityscape with branding on hoardings promoting Van Heusen and the concert. The attendees had the liberty to explore the map, move around the city streets and finally reach the concert stage to witness the immersive concert. The event gathered momentum in no time, with thousands of avatars swarming the concert venue. Attendees could see a large concert stage set up in the middle of the street featuring the 3D avatars of the WCMT band artists performing. Also, visual effects were used on the artist’s avatars. As the music played, the artists were urging the fans to make their avatars dance, clap and sway their hands along to the music. Moreover, firefly-like lights floated around the space during the performance which made the concert even more interesting.
The show itself was around 30 minutes in duration and was filled with interactive moments. Additionally, the screen that was present on stage played graphics and also displayed the timings of the shows during the day.
Partynite metaverse CEO Rajat Ojha commented, “This event was genuinely layered, throwing open a plethora of use cases for Metaverse. Blending in WCMT’s creativity and Van Heusen’s brand communication we could drive maximum user engagement which of course was immersive and would hence help in creating recall. With this event we could create and integrate varied spaces and stitch together a whole new content experience. Also it is a great way to democratise the indie music scene and provide unimaginable reach.”
