SOFTWARE / MARICO
Saffola Aura Launch
A chef cooking in the supermarket aisle. Built from modified phones — the hardware didn't exist yet.
A mixed-reality in-store launch for Saffola Aura, where shoppers watched a life-size hologram of Chef Shipra Khanna cook — then tasted the dish for real.
Client
Marico
Year
2017
Discipline
Software
Stores
15
Services
Mixed reality, Retail, Content
The brief
Make a new cooking oil demonstrable in the aisle.
Saffola Aura’s nutritional benefit and flavour could not be communicated by a shelf label alone. Marico wanted shoppers to experience the product while deciding what to buy.
The constraint
The hardware we needed did not exist.
This was 2017. Consumer mixed-reality hardware was not ready, so the experience had to be engineered from modified phones and VR headsets before it could be installed in stores.
How it went
Improvised, then installed.
The problem
Marico needed shoppers to understand a new oil’s benefits and taste, standing in a supermarket.
The rig
Samsung S7 Edge phones and modified VR Gear headsets, turned into a working mixed reality setup.
The aisle
Shoppers put on the headset and watched Chef Shipra Khanna cook at life size, in front of them.
The finish
Freshly made falafel — the dish they had just watched being cooked.
FILM / IN STORE
The experience, as shoppers met it.
THE EXPERIENCE
A celebrity chef, at full scale.
Life-size presence is what separated this from a video on a screen. The chef stood in the aisle, cooking, at the moment the shopper was deciding what to buy.
WHAT HAPPENED
Fifteen supermarkets across Mumbai, over a month.
15 STORES
Installed across Mumbai.
2017
Mixed reality, before the term was mainstream.
Client words
Anuradha Aggarwal
Chief Marketing Officer, Marico (at launch)
“Saffola Aura needed more than a message on a shelf. The mixed-reality experience let shoppers see the product in use, taste the result and understand the launch in one encounter.”
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