"3D Holography is a new and fresh medium to engage audiences in physical space.” Mayank Jha, Roposo
by Isha Gakhar Industry Watch | November 5, 2015 | Interview
As one of the key sponsors at the ongoing multi-city music festival - NH7 Weekender, the fashion app – Roposo – is nailing it with a line-up of on-ground activities.
The brand truly believes in ‘experiential marketing instead of in-your-face marketing’. As a medium to engage with their users, the brand is presenting a ‘Roposo 3D Holography Stage’ at the festival, to offer a visual extravaganza through dance performances.
EVENTFAQS spoke to Mayank Jha, Marketing Head, Roposo to know more about this interesting activation. Here’re edited excerpts of the interview:
As a part of the collaboration, what activities will Roposo be conducting at NH7 Weekender?
At NH7 Weekender, we are looking at partnering with them in the truest way to enthral the fans that will be attending India's largest music festival. We are excited to be adding another dimension to the music festival through our ‘Roposo 3D Holographic Stage’ - where we will have B-Boying, Hip-Hop and Contemporary dance performances. Through this we hope to connect with and engage the young fans, making them fans of Roposo as well. Using 3D Holographic for experiential marketing is a first in India.
Separately, we will also have Roposo 360-degree selfie booth, which will capture the excitement of the fans from all angles, literally.
Moreover, we will let people express their creative side at Roposo DIY corner, where they can make their own Roposo T-Shirts to express their style. This is directly in consonance with what young women do on Roposo, i.e. express their style. In fact, this was a huge hit in NH7 Shillong as fans treasured these T-shirts as their personalized memorabilia from the festival.
How will NH7 help the brand in terms of consumer engagement and visibility? How effective are such platforms to promote the brand to reach the intended audience?
Roposo is a platform for women to express their style. What we believe is that every women has a unique style that can inspire others. That is exactly what we see at music festivals such as NH7 where women let their style speak for themselves. Therefore, it is very apt for a brand like us to be present at such events.
While many brands are still using traditional mediums such as TV, Web, Radio and Print for communication, we recognized 3D Holography as an entirely new and fresh medium to engage audiences in physical space. This medium essentially allows you to create magic on stage to captivate the audience, while getting your brand visibility and message across too. Therefore, we carefully chose the 3D Holography content that will attract the young fans at the music festival. While internationally some established companies have used 3D Holography for experiential marketing as well as product launches, we are proud to be the first Indian start-up that is using 3D Holography for experiential marketing in India.
In which cities will the brand be presenting the 3D Holography Stage?
We will be presenting 'Roposo 3D Holographic Stage' at NH7 in Kolkata, Delhi and Bangalore. While there are multiple music stages at the fest, this technology allows us to add a dance stage that will add to the entire colour of the fest. We have chosen the dance content keeping in mind the audience we will have, and we are hopeful that it will help us excite and engage them while creating effective brand visibility and recall. This medium and the content also allows us to showcase that Roposo is a tech-forward while at the same time a fun-loving brand.
Delhi-based Schologram, headed by Harshwardhan Jaju, is managing and executing the 'Roposo 3D Holography Project' at NH7 Weekender.