The new frontier in brand storytelling

The International Advertising Association (IAA) India Chapter, in collaboration with Snapchat, recently debuted ‘The Vibe’, an initiative designed to introduce India’s creative community to the evolving possibilities of Augmented Reality (AR) in brand storytelling.

Saket Jha Saurabh, director and head of content and AR partnerships at Snap Inc., set the foundation for the session with an overview of the current AR landscape and its relevance for agencies, brands and creators. He also mentioned how brands are using ‘Lenses’ (Snapchat filters) to strengthen engagement.

This was followed by Avijit Pathak, creative lead at Snap Inc., taking attendees through the different AR tools and creative workflows and how brands can successfully use AR to elevate brand experiences.

Guests also had the opportunity to experience Snap’s AR Spectacles, offering an immersive demonstration of next-generation storytelling capabilities.

While AR is an exciting avenue for brands to explore, Chandigarh-based content creator Amulya Rattan, who has a community of over nine million followers across platforms, reminded agencies in a fireside chat that concluded the event that authenticity and finding the right brand fit still rules the game.

She shared how one-on-one interactions with her followers on Snapchat, transparency in brand promotions, and refraining from using a ready-made brand script has helped her build a loyal fanbase among social-media savvy netizens.

 

 

 

 

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A post shared by Amulya Rattan�� (@amulyarattan_)

Over 150 young creative professionals from agencies such as Ogilvy, McCann, VML, Leo Burnett, Accenture Song, Schbang, Havas, Tilt Brand Solutions, Talented, FCB Kinnect, 22 Feet, One Hand Clap, WATConsult, Whoppl, and Moonshot, as well as Kulfi Collective, Rediffusion, Creativeland Asia, Dentsu Creative, Blink, Manja, Mullen Lintas, Lowe Lintas, and Madison Communications, were present at the event.