Introduction to Innovative Marketing
Legacy brands in India, a few of that are over a century old, are thriving today by embracing innovation. Technologies like Artificial Intelligence (AI), Generative AI, Augmented Reality (AR), Virtual Reality (VR), and others are helping these firms stay relevant, deepen consumer engagement, and evolve alongside society.
The Gist
- Heritage meets innovation. Legacy Indian brands like Britannia, Tata Tea, and ITC are using AI, AR, and immersive technologies to modernize consumer engagement while preserving their history.
- Emotional and interactive storytelling. AR campaigns create real-time, sensory-rich experiences that boost emotional connections and memory retention.
- Experience-driven loyalty. By mixing nostalgia with technology, these brands are turning consumers into lively participants, strengthening brand loyalty for future generations.
The Power of Immersive Technology
Far from being outdated, these brands are using immersive tech to rework their heritage into powerful, modern experiences. According to Statista, the worldwide AR promoting market is rapidly adopting immersive experiences to boost brand engagement and user interaction across multiple sectors. Revenue on this market is projected to succeed in US$5.8 billion in 2025.
Britannia’s AR Tribute: Bridging History and Emotion
Britannia, a 100-year-old brand, used AR to commemorate the Independence Day of India by sharing the stories of 5 living freedom fighters. Through immersive storytelling, the brand connected historical emotion with modern technology, making history feel personal and tangible for younger audiences. AR enhances emotional experiences with its immersive and interactive nature, making engagement more real-time and stimulating.
Tata Tea’s Wellness Campaign: AI and AR for Everyday Health
Tata Tea Gold VitaCare introduced a "Face Test," an interactive AI filter that checks "tiredness levels," highlights the importance of Vitamin D for maintaining energy, and directs users to Tata Tea Gold VitaCare’s shopping page. The campaign also incorporated a print ad featuring an acrylic mirror insert, mixing tactile and digital experiences to make wellness more accessible and interesting.
ITC’s Gen Alpha Strategy: Building Loyalty Through Immersive Experiences
ITC has products for each generation, catering to diverse segments—from Mangaldeep Agarbatti to Classmate. With an aim to construct a lifelong relationship with Gen Alpha, ITC leveraged AR technology. They installed a life-size brown notebook cover over the glass façade of a 30-foot-long tunnel aquarium in Mumbai. As children and oldsters scanned the QR code on the notebook cover, it progressively unfurled, revealing an ocean-like aquarium.
Why AR Works: Emotional Engagement and Memory Retention
In an era where technology is reshaping the best way brands connect with consumers by offering interactive, immersive, and personalized experiences, new-age technologies allow consumers to have interaction with brands in real-world contexts, reducing uncertainty and enhancing decision-making. More than simply a tool for visualization, the technologies tap into psychological and sensory cues, making brand storytelling more compelling and authentic.
Legacy Brands Using Immersive Technology
The following table outlines how century-old Indian brands are leveraging AI, AR, and immersive experiences to deepen consumer engagement and construct long-term brand loyalty.
| Brand | Technology Used | Campaign Description | Impact on Consumer Engagement |
|---|---|---|---|
| Britannia | Augmented Reality (AR) | Created an AR experience for Independence Day featuring five living freedom fighters, mixing historical storytelling with modern tech. | Enhanced emotional engagement by making history tangible for younger audiences. |
| Tata Tea Gold VitaCare | AI and AR | Launched a “Face Test” AI filter to evaluate tiredness levels, educate on Vitamin D, and link to product shopping; integrated print ads with acrylic mirrors for interactive wellness awareness. | Blended tactile and digital experiences to make health awareness engaging and actionable. |
| ITC (Classmate) | AR | Installed a life-size notebook cover on a 30-foot tunnel aquarium; scanning a QR code revealed an interactive ocean-themed AR environment. | Created a memorable brand interaction for Gen Alpha, fostering early loyalty through immersive play. |
The Road Ahead: Experience-Driven Brand Loyalty
Legacy brands use these technologies to evoke nostalgia and foster brand loyalty. They are leveraging technology to create deeper emotional connections, transforming passive consumers into lively participants. As these legacy brands proceed to embrace these technologies, the longer term of selling will transform into creating experiences that leave an enduring imprint on the patron’s memory and mind.
Conclusion
The use of immersive technologies like AR and AI has revolutionized the best way legacy brands in India engage with their consumers. By mixing nostalgia with innovation, these brands are creating memorable experiences that foster brand loyalty and drive business growth. As technology continues to evolve, it can be exciting to see how tomorrow’s brands push the boundaries of innovation to deepen their bond with consumers while maintaining their legacy.
