Technology

Jewelry brand debuts AR, VR immersive experience

Provided by Laqshya Media Group.

October 25, 2022

Tanishq, a leading Indian jewelry brand, has partnered with Inventech, a Laqshya Media Group company, to roll out an experiential holiday marketing campaign that is the first of its kind in the market, including 3D DOOH, 3D social media content and an experiential marketing experience area, according to a press release.

Provided by Laqshya Media Group.

The immersive experience is located at Palladium Mall in Velachery, Chennai. 3D technology allows shoppers to virtually try on the Chozha jewelry collection, which is inspired by the eponymous Indian dynasty. This is facilitated by an interactive kiosk equipped with 3D holographic videos, AR and VR components and a digital "making of" book showing the process of creating the collection, which uses hand gestures for navigating forward and backward. An AR holographic mirror allows users to do virtual try-ons of various jewelry pieces, as well as sharing the AR images to their social media.

"Our Chozha collection is an interpretation of the glorious history into finely crafted jewelry for the modern Indian woman," Ranjani Krishnaswamy, GM of marketing at Tanishq, said in the release. "To truly experience the pride of that era and the intricate craftsmanship which celebrates the art, architecture and literature of the jewelry, we invite you to an immersive experience where tradition meets technology. You can experience the grandeur of the Chohza dynasty and the deep design stories that have inspired beautiful first-of-its-kind jewelry that is befitting for the Pudhumai Penn of Tamil Nadu."

A video walkthrough of the immersive experience and range of jewelry is available below.