saffola immersive experience

creates transmedia stories across multiple mediumsthrough art + design + technology + film�

Immersive Experience Concept

Transhuman Collective (THC) is a multi-disciplinary collaborative project inspired by the philosophy of Transhumanism. Abbreviated, as H+ is an international cultural and intellectual movement, which focuses on technology and collabo-ration to greatly enhance human intellectual, creative, and psychological capacities.

THC provides Creative Direction & Consultancy in Design and Branding as well as extending the Brand Positioning to other experiential and Digital Mediums. With a very strong understanding in Experience Design, Transhuman Collec-tive believes in combining different traditional as well as new mediums to weave a Transmedia Story. Most of the projects showcased here are multi disciplinary and involves multiple mediums. Transhuman Collective has worked with brands in varied categories like Blender’s Pride, Absolut, Ritu Kumar, Skoda, Lakme Fashion Week, Killer Jeans, Westside, DSM, Siemens, Hennessy, Tata Motors, Hyundai etc. for co-creating trans media experiences.

Transhuman Collective’s Design & Branding services extends to several brands like Dove, Tresemme, Clinic Plus, Clear, Wyth Pharma, Zandu, etc.

About the Founders:

THC is the brainchild of Soham Sarcar & Snehali Shah .With Bachelors in Visual Arts from Maharaja Sayaji Rao University - Faculty of Fine Arts, Baroda, They both have more than 12 years of Professional experience, having worked with the top Advertising Agencies and Design Companies like JWT.Fisheye Designs. DMA Yellow Works. Onio Design. Eureka Moment and Ogilvy before Soham co -founded &Then in 2008. After working with &then for 2.5 years as a director, had quit in 2010 to start Transhuman Collective with Snehali. Experience combined, they have handled more than 300 Brands across industries .Their experience spans across a wide array of disciplines ranging from Advertis-ing, Print Design, Motion Graphics, Interactive/New Media Design, Information/ Environmental Design, VFX/Animation and Branding/ Packaging. and Experience Design

THC's work bears a stamp of radicalism, original design style and unmatched technical edge. Lived and worked in 6 States, they very well understand the Indian audience and it's cultural semantics which enables them to create brands and experiences across multiple domains.

They have been synonymous in spearheading the Alternative Visual Art movement in India since 2006, experimenting with cutting edge visual technologies like Live Video Art, 3d Projection Mapping, Augmented Reality and other Inter-active Technologies as well as curating traditional Art Installations and Street Art. The Film No Country For Women which they produced in 2012 shocked and challenged the nation's mindset towards women, going viral on social media and feminist forums around the world.

Soham was invited as a speaker for the Colors India 2008. as one of the youngest designer in India, who is cheeky, attitudinal, irreverent and effortlessly uses an Indian idiom in his work. THC was also invited to IIT Kanpur in 2014 to exhibit the Augmented Reality Experience. Transhuman’s work has been extensively covered in the Media-.http://www.transhuman.in/News

The media through which you are reaching your audience

BRAND YOUR

PRINT OUTDOOR SOCIAL MEDIATV

Impersonal Media

BRAND YOUR

PRINT OUTDOOR SOCIAL MEDIATV

Noway to find out if the targeted audience actually saw your brand communication in the impersonal media clutter and whatwas their reaction ?

Like doesn’t mean Love

How did they react ?

BRAND RECALL

NO:(

BRAND YOUR

AUDIENCE

As your Brand is getting lost in the overcluttered media

How to reach your audience ?

BRAND YOUR

Take the Audience Inside Your Brand

IMMERSIVE STORYTELLINGTHROUGH

A form of advertising/marketing that focuses primarily on helping consumers experience a brand. While traditional advertising (outdoor, print, television and social media) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible. Experiences are created through different mediums such as Technology, Art, Design, Video, Interactivity and Environment.

Let Them Experience and InteractAudiences are transitioning from simple consumers of entertainment into dynamic

participants in their media of choice. With passive entertainment lulling us into a sense of complacency, this

kind of interactive experience satisfies our craving for something more. And once people feel that experience,

they become addicted, It triggers that piece of their brain that was active as hell when they were kids.

Different people respond to different learning approaches. But why is it that most marketing focuses only on

the first two passive modes? Companies have an untapped opportunity to engage a whole new form of

learning through hands-on and immersive experiences.

Audience reactions from Mumbai Augmented Reality Experience.

Let them laugh their hearts out

Audience reactions from Mumbai Augmented Reality Experience.

Let them Shoot and Share

Audience reactions from Mumbai Augmented Reality Experience.

Experiential Marketing Trends 2005- 2013

=Virality

Traditional Media can help in getting the audience in to the experience

Experience

Engagement + Sharing147654

Brand Positioning and Perception : Heart Expert Saffola essentially satisfies the Health Need of consumers. The brand emphasizes on Heart Protection. It inspires consumers to adopt a healthy lifestyle. Saffola today is synonymous with preventive heartcare in the country

Brand Line : Keep your heart young

Saffola means heart. That is the positioning in the minds of people.

To leverage this positioning and immerse the consumers into an experiencewhich sends the brand message of being young at heart and

strengthens Saffola’s positioning as the heart expert.

Young = Happy + Fun

Medium | Augmented Reality + Smile Detection

AUGMENTEDREALITY

Augmented Reality ExperienceAugmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whoseelements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished ) by a computer. As a result, the technology functions by enhancing one’s current perception of reality.

Augmented Reality Trends 2005- 2013

Fastest Growing TechnologyOne of the fastest expanding and hottest trends is

Augmented Reality technology. Leading brands and technolo-

gy providers are adopting this technology to enhance their

customers’ experiences in new and exciting ways.

Possibilities

LED screen

HD Camera capturing the audience + environment

Audience see themselves and their physical environment on the LED Screen.

> Live Augmented Reality Exp.

3dAugmentedElement

One can Augment a number of augmented elements intothe audience’s environment which they see on the screen.

Applications > Enhance the reality of your consumers - with your brand

Aspirational Elements and Product Placement Super Natural

Celebrities

http://goo.gl/tqdJrcRef

Young heart isa happy heart

An engaging Augmented RealityExperience which reinforces the young at heart positioning. Through smile detection technologywe can also measure the happiness levels and how happy they are feeling while they are immersed in the brand experience.

How young is your Heart ?

An experience zone will be created with Saffola Branding comprising of a LED Screen + Camera SetupThey have to go and stand on a particular marker where they will see themselves and the surrounding environment

Location : Malls / Multiplex

LED screen

HD Camera capturing the audience + environment

This is what the audience see on screen when they come and stand on the marker

They see their heart coming out

The heart speaks out : I am your heart here. Lets have some fun !!

Basically a virtual heart will interact with the audience and ask them to dance, sing or do any fun action which will make them excited and happy :)

Smile detection Technolgy will detecthow happy the audience is

A Smilometer on top right of the screen will mimic the person’s expressionand happiness levels through this heart shaped interactive icon

Ref: https://www.youtube.com/watch?v=AA78saEk29E

My heart and me #youngatheartPeople can share the screenshot of the experience on Social media with #youngatheart

The Experience film cango viral reaching more thanmillion audience.

Saffola Augmented Reality

1346458

http://goo.gl/tqdJrc

https://www.youtube.com/watch?v=DRRu5dKRfTU

Augmented Reality Refs

https://www.youtube.com/watch?v=D0ojxzS1fCw

Thankyou :)

www.transhuman.in