Colors launches AR experience for Bigg Boss on Instagram
MUMBAI: Viacom18’s Colors has partnered with creative tech agency AliveNow to launch an immersive Instagram Augmented Reality Experience for the new season of its reality show Bigg Boss.
The Instagram AR filter allows fans to explore the Bigg Boss House that inhabits the season’s contestants at the click of a button. They can simply launch the Filter on Instagram by turning on the selfie or rear camera, they can take a tour of the house and also get a peek into the rooms.
Viacom18 Head of Marketing and Digital, Hindi Mass Entertainment Sapangeet Rajwant said, “As a brand, we are constantly looking for innovations in the digital marketing space to engage our fans and actively involve them in our journey. Bigg Boss is a show that resonates strongly with the audience and we wanted to bring them a step closer to the show by giving them a virtual experience of the house. Instagram is where our major target audience is and hence, we created an immersive augmented reality experience that allows them to picture themselves at the Bigg Boss house and share it on their profiles. It was used almost 700K times in just 3 days by fans and celebrities.”
AliveNow CEO Adhvith Dhuddu added, “Fans of Bigg Boss dream of getting a glimpse into the Bigg Boss house! Given that Instagram now allows branded AR experiences, we suggested a simple yet effective way for fans to be transported into the Bigg Boss house from their phone cameras. The AR camera filter has been received very well and we’re glad that fans are liking this experience. As official Facebook and Instagram Spark AR partners, we were thrilled to bring this concept to life for Colors.”