Experiential storytelling ad platform for small screens, mCanvas, has created an interactive mobile ad for Rupa to promote the reopening of its physical retail comfort stores in Bihar, Rajasthan and West Bengal after the lockdown.
Using the gyroscope and accelerometer motion sensors, the ad promotes the reopening of Rupa’s physical retail comfort stores with an inauguration-style announcement through their ‘Udghatan’ campaign. The ad enables viewers to be a part of the virtual inauguration, which involves the ribbon-cutting ceremony and entry into the virtual store.
The ad opens to a copy ‘Hamari Nayi Shuruat ke Udghaatan Mein Aapka Swaagat Hai!’, with a visual of a red carpet leading up to a Rupa storefront and a ribbon in front of it. Instructing users to swipe across the screen to cut the ribbon, the ad then prompts users to physically take a step forward to enter the store. Using advanced motion sensors, as the user walks, the doors swing open, revealing the message ‘Jab milke karenge nayi shuruat, toh phir se ban jayegi baat!’, along with the campaign video.