{"id":9800,"date":"2018-11-09T16:40:31","date_gmt":"2018-11-09T08:40:31","guid":{"rendered":"https:\/\/skale.today\/?p=9800"},"modified":"2018-11-09T16:40:31","modified_gmt":"2018-11-09T08:40:31","slug":"from-storytelling-to-storyliving-indias-flipkart-and-mahindra-racing-show-whats-possible-with-vr","status":"publish","type":"post","link":"https:\/\/www.skale.today\/content\/2018\/11\/09\/from-storytelling-to-storyliving-indias-flipkart-and-mahindra-racing-show-whats-possible-with-vr\/","title":{"rendered":"From storytelling to storyliving: India\u2019s Flipkart and Mahindra Racing show what\u2019s possible with VR"},"content":{"rendered":"<ul>\n<li><i><i>In an age of rising consumer expectations, <span style=\"color: #ff0000\">brands and advertisers have to compete to earn\u2014and hold\u2014consumers\u2019 attention.<\/span><\/i><\/i><\/li>\n<li><i><i><span style=\"color: #ff0000\">Technologies like virtual reality (VR) create immersive environments and provide engaging experiences for users.<\/span><\/i><\/i><\/li>\n<li><i><span style=\"color: #ff0000\">VR is on the rise in India:<\/span> The market is expected to grow by 76% over the next five years.<\/i><br \/>\n<i>Indian brands Flipkart and Mahindra Racing have used Google\u2019s VR360 technology to create immersive media ads with impressive results.<\/i><\/li>\n<\/ul>\n<p>In today\u2019s cluttered media landscape, <span style=\"color: #ff0000\"><b>user attention is in short supply<\/b><\/span>. As consumers spend more and more time across screens and devices, <span style=\"color: #ff0000\">brands have to compete for their attention<\/span> with innovative <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/ad-channel\/video\/long-story-short-tips-trends-youtube-bumper-ads-apac\/\">new ad formats<\/a> and <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/ad-channel\/video\/what-brands-can-learn-india-personalized-storytelling\/\">personalized creative<\/a>. But in a world where ads are skippable, advertisers need to create compelling stories that are memorable, impactful, and engaging.<\/p>\n<p>The best way to go about creating immersive creative? <span style=\"color: #ff0000\">Choose the right medium<\/span>. Imagine watching a groundbreaking 3D film in 2D. The depth and intricacies of the lush environments would be completely lost, resulting in a far less engaging experience for viewers.<\/p>\n<h3><span style=\"color: #ff0000\">That\u2019s why marketers are turning to new technologies like VR to capture users\u2019 attention and envelope them in a world where they don\u2019t just watch an ad but experience the brand.<\/span><\/h3>\n<h2>Transporting consumers with immersive media ads<\/h2>\n<p><b>Marketers in India have long viewed VR as complex or unattainable<\/b>, but in India, the future of VR seems bright: <span style=\"color: #ff0000\"><b>The market is expected to grow by 76% over the next five years<\/b><\/span>. <b>As hardware and content continue to improve, so will demand from the country\u2019s business and consumer sectors.<\/b> Because of this, <span style=\"color: #ff0000\">marketers are starting to see the potential of immersive media ads and their ability to drive results.<\/span><\/p>\n<p>For example,<span style=\"color: #ff0000\"><a style=\"color: #ff0000\" href=\"https:\/\/www.flipkart.com\/\"> Flipkart<\/a><\/span>, one of the nation\u2019s top e-commerce brands, partnered with Google to create a TrueView in-stream ad with state-of-the-art VR360 equipment in an effort to reach consumers on their mobile devices. The resulting ad netted nearly <span style=\"color: #ff0000\"><b>10 million views with 65% audience retention.<\/b><\/span><\/p>\n<p>\u201c<i>This VR360 project combined the power of music, the delight of innovation, the reach of mobile, and the results of advertising. The results of this project\u2014from retention rates to brand lift\u2014far surpassed our expectations, <b>reinforcing our belief in the value of content marketing<\/b><\/i>,\u201d said Shoumyan Biswas, vice president of marketing at Flipkart.<\/p>\n<p>[restrict]<\/p>\n<p>Earning more than <span style=\"color: #ff0000\">30 million views with 66% audience retention<\/span> and a <span style=\"color: #ff0000\">61% view-through rate<\/span>, performance racing company <span style=\"color: #ff0000\"><a style=\"color: #ff0000\" href=\"http:\/\/www.mahindraracing.com\/\">Mahindra Racing<\/a> <\/span>also used VR360 technology to create an immersive ad that drove attention, adrenaline, and excitement around the Formula E race in Marrakech.<\/p>\n<p>\u201c<i>In today&#8217;s world it is critical to innovate in order to break through the clutter and create impact, thus we keep looking for new and disruptive ways to engage our fans. Google Daydream\u2019s 360-degree capabilities and Gul Panag&#8217;s Tittar Lodge Productions have helped us in telling a unique, visually impactful story for Mahindra Racing. We sought out the right partners with a shared passion for disruptive innovation and we are confident that this clutter-breaking content will appeal to a larger global audience apart from, of course, motorsport fans<\/i>,\u201d said Vivek Nayer, chief marketing officer, group corporate brand at Mahindra &amp; Mahindra, the parent company of Mahindra Racing.<\/p>\n<h2>The future of brand storytelling in India<\/h2>\n<p>For content creators in India, the potential of VR and immersive media ads is immense, enabling brands to experiment and redefine storytelling while driving tangible results.<\/p>\n<p>And the ability to access the technology is no longer a pipe dream: <span style=\"color: #ff0000\"><b>Marketers can sign up for <a href=\"https:\/\/vr.google.com\/jump\/\">VR for Brands<\/a> for resources, including VR equipment, training, and post-production support.<\/b><\/span> By striking while the iron\u2019s hot, <span style=\"color: #ff0000\"><b>savvy brands can establish themselves at the forefront of the VR revolution<\/b><\/span> and <span style=\"color: #ff0000\"><b>deliver fresh, innovative experiences to today\u2019s increasingly hard-to-engage consumers.<\/b><\/span><\/p>\n<p>[\/restrict]<\/p>\n<p><i>This article was contributed by\u00a0Chaitanya Chunduri, Country Lead, India &#8211; AR\/VR\u00a0<span class=\"detail-header-meta__text\">from <span style=\"color: #ff0000\"><a style=\"color: #ff0000\" href=\"https:\/\/www.thinkwithgoogle.com\/\">Think With Google.\u00a0<\/a><\/span><\/span><\/i><\/p>\n<p><i><em>Think with Google<\/em>\u00a0shares and publishes the latest\u00a0data, analysis, insights and digital innovations for marketers to stay informed and inspired. From high-level insights to deck-ready stats to useful tools, you will find the data Google is exploring and the trends they&#8217;re tracking along with forward-looking perspectives and behind-the-scenes looks at digital campaigns\u2014across industries, platforms, and audiences.\u00a0<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an age of rising consumer expectations, brands and advertisers have to compete to earn\u2014and hold\u2014consumers\u2019 attention. Technologies like virtual reality (VR) create immersive environments and provide engaging experiences for users. VR is on the rise in India: The market is expected to grow by 76% over the next five years. Indian brands Flipkart and&hellip; <a class=\"more-link\" href=\"https:\/\/www.skale.today\/content\/2018\/11\/09\/from-storytelling-to-storyliving-indias-flipkart-and-mahindra-racing-show-whats-possible-with-vr\/\">Continue reading <span class=\"screen-reader-text\">From storytelling to storyliving: India\u2019s Flipkart and Mahindra Racing show what\u2019s possible with VR<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[578],"tags":[575,576,577,285,579],"class_list":["post-9800","post","type-post","status-publish","format-standard","hentry","category-think-with-google","tag-augmented-reality","tag-consumer-engagement","tag-consumer-retention","tag-india","tag-virtual-reality","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From storytelling to storyliving: India\u2019s Flipkart and Mahindra Racing show what\u2019s possible with VR - sKale<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.skale.today\/content\/2018\/11\/09\/from-storytelling-to-storyliving-indias-flipkart-and-mahindra-racing-show-whats-possible-with-vr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From storytelling to storyliving: India\u2019s Flipkart and Mahindra Racing show what\u2019s possible with VR - sKale\" \/>\n<meta property=\"og:description\" content=\"In an age of rising consumer expectations, brands and advertisers have to compete to earn\u2014and hold\u2014consumers\u2019 attention. 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