Xenium paves the way for Augmented Reality to India

written by Anett Gläsel-Maslov in AR General on 23. May '13

augmented reality, 
closeup, 
toothpaste, 
Xenium 

Xenium‘s latest AR app Close up with Stars was delivered in quick time for Dharma production’s movie “Yeh Jawani Hai Diwani” in association with Mindshare, OMD and Hindustan Unilever. Closeup, India’s Market leader in gel toothpaste segment for over three decades, is collaborating as the partner of Dharma Production’s upcoming Bollywood movie Yeh Jawaani Hai Deewani. Closeup has launched a limited edition of a toothpaste pack. Each pack includes a Closeup friendship band autographed by Ranbir Kapoor & Deepika Padukone. Due to our Indian Metaio-colleague, Sudhanshu Kapoor, they are both “currently the biggest heart-throbs in India”!

Sudhanshu Kapoor, Business Development Manager OEMs, with Naina in the perfect CloseUp moment! :-)

Sudhanshu Kapoor, Business Development Manager OEMs at metaio, with Naina in the perfect CloseUp moment! :-)

The occasion witnessed the launch of a Yeh Jawaani Hai Deewani – centric Closeup TV commercial introducing the special Closeup packs with autographed friendship bands. In addition, with a live demo, the lead pair of the movie – Ranbir Kapoor and Deepika Padukone also announced the launch of a unique Closeup with Stars Augmented Reality application, now available on Google play store and soon for iOS. The stars also publicized an online event on May 28, wherein they would host an exclusive webchat on www.facebook.com/closeupindia

toothpaste_2

Get up close with Badtameez Bunny and Nerdy Naina in a whole new way! Customers could watch the stars of Yeh Jawaani Hai Deewani (YJHD) rock to Badtameez Dil on the special new Closeup pack. All people have to do is download the Closeup With Stars app on your phone and scan the crazy duo’s pic on the pack. And voilá, the pic comes alive on the phone. What’s more is that you can enjoy exclusive access to music and videos from the movie and even get a pic clicked with Ranbir and Deepika!

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Xenium provides comprehensive solutions for mobile AR apps. For this special case, the programming team used the most advanced AR software tools from Metaio and the design team optimized the video and animation content to create this very special AR experience. N. Md. Parveez, CEO of Xenium, says: “After overcoming all challenges and successfully launching the Closeup with Stars-App, new doors and opportunities are opened for video AR technology on mobile devices.”

Anett Gläsel-Maslov

Anett Gläsel-Maslov
Senior Manager PR & Social Media EMEA at Metaio in Munich. /// Anett came to Metaio with the vision to bring the fascination of Augmented Reality to everyone. As a PR Manager it could be possible - first thought, still her incentive every day. What really amazes her is the possibility of the AR technology to change lives. In an entertaining but much more in a really helpful way: The day when Augmented Reality will be an established and intelligent assistance for medical treatments and a reliable source and companion for our daily routine, will be the day when she will sit down and has to define another ‘Mission Possible’ for herself.

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Comments

  1. Pingback: Xenium paves the way for Augmented Reality to India | Design Interaction

  2. anakinpowers

    This seems very interesting.

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