In India, who doesn’t like cricket? Keeping this in mind, the milkshake brand Britannia Winkin’ Cow has launched an innovative mobile cricket game on which it has as technology partner MakeAR. In the game, users can play with Winkin’ Cow Milkshake bottles, turning them into cricket bats. The game invites participants to scan the QR code provided on the Britannia Winkin’ Cow bottles allowing them to dive into the action-packed game on the microsite. Participants play the game and score runs. Here’s what Abhishek Sinha, CEO, Britannia Bel Foods, and CBO, Britannia Dairy, and Srishti Jain, founder of MakeAR, told us.

What specific demographics are you aiming for with the AR cricket game?

Abhishek Sinha: Britannia Winkin’ Cow is a vibrant and fun milkshake brand that specifically targets young adults who are passionate about both cricket and technology. They love mobile games and are always eager to try innovative experiences, which align perfectly with our brand’s commitment to innovation and consumer engagement.

In India, cricket isn’t just a sport; it’s a way of life. By choosing to launch an AR cricket game with this passion, we wanted to create a powerful emotional connection with our consumers. Augmented reality provides a fresh and exciting way to interact with Britannia Winkin’ Cow. Turning a milkshake bottle into a virtual cricket bat is a novel experience that is both memorable and shareable, amplifying our brand visibility. This campaign bridges the gap between enjoying a physical Britannia Winkin’ Cow milkshake and the digital thrill of a mobile cricket game. This fusion creates a richer, more immersive brand experience that resonates deeply with our tech-savvy audience.

Are you aiming for a specific increase in sales, brand awareness or social media engagement?

Abhishek: As a young brand, our objective is to drive brand awareness and engagement with our target audience. Campaigns like our AR cricket game initiative are designed to elevate our visibility by integrating augmented reality with the excitement of cricket. This approach not only captivates our audience but also generates significant interest and engagement around our brand. We aim to reach a wider audience while reinforcing our presence among existing customers.

Can we expect to see more such “phygital” initiatives from Britannia Winkin’ Cow in the future?

Abhishek: Absolutely. At Britannia Winkin’ Cow, we are committed to pushing the boundaries of innovation and creating immersive experiences for our consumers in fresh and exciting ways. Our primary audience, young adults, are enthusiastic about discovering novel experiences, and we are committed to providing them with the same. For instance, earlier this year, we made a special Britannia Winkin’ Cow Pongal AR filter, and the Britannia Winkin’ Cow ‘bottle bangega bat’ game is the latest example.

Developing a gesture-based AR game using a milkshake bottle is unique. What were the biggest technical hurdles MakeAR had to overcome during development?

Srishti Jain: Imagine holding a milkshake bottle and using it as a cricket bat in a virtual game — it sounds straightforward, but the path to making it a reality was anything but smooth.

One of the most intriguing hurdles we faced was dealing with the shiny surface of the bottle’s packaging. This shine caused flickering and disrupted our image detection and gesture logic, making it difficult to achieve the seamless interaction we envisioned. Additionally, the varying lighting conditions further complicated detection accuracy, affecting the consistency of the balling mechanism trigger.

To tackle these issues, we had to dig deep into our technical toolbox. We enhanced our computer vision algorithms to handle reflections more effectively and adapt to different lighting scenarios. By fine-tuning the gesture recognition system, we ensured it could reliably track the Britannia Winkin’ Cow bottles, translating physical movements into precise in-game actions.

The result? A game where players can swing and flick their bottles to hit virtual cricket balls, creating an immersive and magical experience that perfectly blends the physical and digital worlds. Our efforts paid off, culminating in a truly phygital gaming adventure that delighted players and showcased the innovative spirit of both MakeAR and Britannia Winkin’ Cow.

How do you see AR evolving in the marketing landscape in the coming years?

Srishti: Collaborating with Britannia Winkin’ Cow on this project was a thrilling and enriching experience. Their openness to integrating cutting-edge technology into their marketing strategy gave us the freedom to push the boundaries of what AR can achieve. From the get-go, their enthusiasm and support were palpable, and it allowed us to experiment and innovate in ways that truly brought our vision to life.

Working together, we created a unique and engaging game that not only entertained but also reinforced Britannia Winkin’ Cow’s brand presence in an innovative and memorable way. This project is a perfect example of how AR can transform traditional marketing into something far more interactive and impactful.

Looking to the future, we see AR evolving significantly in the marketing landscape. AR has the unparalleled ability to create immersive and interactive experiences that captivate and deeply engage consumers. As technology continues to advance, we anticipate more brands embracing AR to offer personalised and contextually relevant content. This will drive higher engagement and conversion rates, making brand interactions more memorable and effective.

The future of AR in marketing is incredibly bright, with endless possibilities for creating unique and impactful customer experiences. We’re excited to be at the forefront of this revolution, helping brands like Britannia Winkin’ Cow bring their visions to life in ways that were previously unimaginable.

Abhishek Sinha, CEO, Britannia Bel Foods, and CBO, Britannia Dairy (left); Srishti Jain, founder of MakeAR