| Title | MAHINDRA SPARK THE RISE SEASON 1 GRAND FINALE |
| Brand | MAHINDRA CORPORATE |
| Product / Service | MAHINDRA CORPORATE |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Entrant Company: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| DM/Advertising Agency: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Carlton D'silva | Hungama Digital Services Pvt. Ltd. | Chief Creative Officer |
| Kamal Amesur | Hungama Digital Services Pvt. Ltd. | Creative Director |
In mid-2011, Mahindra launched its CSR campaign called Spark the Rise which was a movement-marketing led campaign that offered a platform to people who had ideas to better India.The Grand Finale was the last leg, where 4 Project Champions, out of the 18 selected ones, stood to win big grants. Our objectives were to showcase the journey of Season 1 and the ideas of the 18 Project Champions in an engaging way to the guests. The event was a by-invite-only event and was held outdoors.
Guests who were walking into the awards were led through an entire wall with LED screens. When guests walked past a screen, the animation was activated. The animation told the story of a Spark in simple visuals. At certain points, guests were required to interact with the animation. From here, they were led to the Sparks Realised area, where we used Augmented Reality. When the AR was triggered, it played out an animation of that particular project. The animation on screen explained the project idea and how it could transform its surroundings. AR helped showcase the dream behind each idea.
We realized that the only way to engage guests was by creating the ‘wow factor’ in our ideas. We created an Immersion Zone for guests, and they had to walk through it to get to the main awards stage. The guest engagement was broken up into 2 parts: The Journey of a Spark and Sparks Realised. The Journey of a Spark was an interactive Gesture Wall. Sparks realised used Augmented Reality to showcase details of projects. We created different markers which when activated showed an animation of a project and how it could help transform its surroundings.
The Grand Finale was a huge talking point for the media, not least for its CSR angle. At the Grand Finale, the Gesture-Recognition Wall and the Augmented Reality created buzz amongst the guests, and everyone interacted with these unique technology-led experiences. Anand Mahindra, Chairman of the Mahindra Group, personally interacted with both innovations and the press captured this too. The Gesture-Recognition and Augmented Reality experiences also got wide coverage in the press.