REVL, the AR consumer-engagement division of AIPIA member Chromaprint, based in India, has developed, in only two weeks, an augmented reality campaign, for beer brand ARNA, the first AR for a Nepalese consumer product. Instead of elaborating on the product characteristics, the brand chose to enable people to have fun and celebrate the Holi ‘Festival of Colours’ which took place all over India in March. For the uninitiated the Holi revelers splash brightly coloured (washable!) paints powders or inks over just about everyone and everything!
Consumers in Nepal could participate without getting messy through an AR face filter, activated using a QR code. The in-built camera and sharing features enable users to save photos of their coloured faces and share them on social media to win prizes from the brand. A win-win for everyone – without any apps, they explain.
“We created limited-edition label artworks for Holi and were looking for new ways to engage with our customers. When REVL suggested the idea of a virtual Holi without the need for any apps, we were intrigued and went ahead after a quick test. Within two weeks we went live with the campaign and our consumers were thrilled with the Virtual Holi experience that allowed them to stay safe and still enjoy the festival of colours! This was the first AR campaign for a consumer brand in Nepal and we plan to leverage REVL in different ways for our upcoming campaigns as well,” said Anish Chandra Gautam, senior brand manager at ARNA’s owners Yeti Brewery Pvt Ltd.
Short for REVEAL, REVL is an app-free AR consumer-engagement service focused primarily on food and beverage brands. REVL AR experiences can be accessed through a standard website link on browsers such as Chrome and Safari on smartphones. The service focuses on being web-based and app-free, as most consumers these days avoid app downloads unless an app is vital or has repeated use for them, it says. Based in Tamil Nadu, India the company has partners in UK, USA, UAE, and Canada.
REVL says it is especially suited to alcobev brands as, being an app-free web-based AR service it is not subject to the restrictions placed on such products by social media platforms such as Instagram and Facebook.
While the campaign is closed you can still try for yourself the effects of a Holi splash on your face. Simply follow this link and enjoy: at arnabeer.com/qr
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