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Laqshya Media Group brings immersive 3D display to India

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April 20, 2022

Laqshya Media Group, a marketing communications group in India, has debuted India's first immersive 3D anamorphic installation for Tanishq's season of bloom collection, Live a Dream, according to a company press release.

The display is installed at Bandstand Promenade, Bandra in Mumbai. The DOOH the LEDs create is called an anamorphic illusion or anamorphosis, which is a distorted projection that reveals itself at a specific vantage point. Along with India, hyper-realistic 3D DOOH billboards have been installed in China, South Korea, the United States, United Kingdom, Kuala Lumpur, Singapore, and Japan.

"Tanishq has forged to create new paradigms in the jewelry category. Keeping our consumers at the center of all conversations, we would like to create new narratives with innovation, collaboration, and imagination," Ranjani Krishnaswamy, GM, marketing, Tanishq, Titan Company Ltd., said in the release. "This April we are exploring the launch of our collection "Romance of Polki' in an immersive metaverse experience and today we are glad to bring another immersive experience for yet another special collection 'Live a Dream.' This first 3D installation is a senatorial experience to the surreal world of dreams and brings alive the beauty, intricacy, and craftsmanship of the collection."

The goal for this campaign was to do something dreamy, paradisal, surreal and larger than life and introduce the collection to a broader set of audience in a way that is accessible, engaging, and celebratory, according to the release.

"We at Laqshya Group are excited to execute and display India's first 3D anamorphic DOOH installation for Tanishq's special collection – Live a Dream. Using a technique called 'Anamorphosis' to create optical illusions for the viewer has happened in India for the first time. We see it as a powerful new tool for creatives," Amarjeet Hudda, COO, Laqshya Solutions, said in the release. "The installation is hard to describe but incredibly easy to view, with the correct perspective, lighting and shadows, which require no fancy eyewear, mirrors or technology. We are always looking for new ways to surprise consumers with exciting, imaginative, and meaningful experiences. It is stimulating strong interest and demand in the advertising community."

Established in 1997, Laqshya is an advertising agency in India.