AR/VR & Brand Building: Unlocking a whole new dimension of interaction & engagement

The advent of AR (Augmented Reality) and VR (Virtual Reality) technologies has revolutionised the world of brand-building, unlocking a whole new dimension of interaction and engagement. These innovative technologies bridge the gap between digital and physical, empowering brands to create immersive experiences that captivate and resonate with consumers.

AR and VR technologies have transformed how brands across various sectors like fashion, architecture, real estate and healthcare, engage with their audiences along with immersive marketing strategies. AR and VR technologies are versatile for both broad and personalized engagement, whether at bustling exhibitions and trade shows or in direct outreach to individual customers through apps. These technologies offer interactive and engaging platforms for brands to connect with their audience on a deeper level.

Brands tap into the features offered by AR/VR technologies to create memorable experiences, deepen consumer engagement, and differentiate themselves in the market. By embracing these innovative tools, brands can stay ahead of the curve and connect with consumers in meaningful ways.

According to Ambika Sharma, Founder and MD, Pulp Strategy, “By delivering such heightened engagement, AR and VR foster a stronger emotional connection, making brands more memorable and driving increased loyalty. These technologies serve as powerful differentiators in today’s crowded marketplace, igniting innovation and enabling brands to forge deeper connections with their audiences.”

AR/VR tech and brand-building

• Srikant Rajasekharuni, CEO and Co-founder, Red Matter, explained that by leveraging AR and VR, brands offer virtual experiences of their products, effectively reaching their target demographics and fostering a strong connection. This alignment of AR/VR efforts with marketing strategies significantly boosts ROI.
• He added, “These technologies provide consumers with innovative and engaging interactions during the purchasing process, shifting the focus from traditional marketing methods to more personalized experiences. With AR/VR, companies can gather real-time data on user behaviour and preferences, enabling them to tailor their marketing messages accordingly. This data-driven approach enhances brand loyalty by facilitating more meaningful interactions between brands and customers.”
• Anuj Gupta, Enterprise and Sales Lead at AutoVRse, elaborated, “One significant role of AR/VR is in creating memorable experiences. By allowing users to interact with virtual elements in their real environment, brands can leave a lasting impression. For example, a furniture company might use AR to let customers visualize how their products would look in their own homes before making a purchase.”
• Moreover, AR/VR facilitates community-building by providing shared experiences. Brands can create virtual spaces where users can come together, interact, and collaborate. This sense of community strengthens brand loyalty and encourages users to become brand advocates. Furthermore, AR/VR enhances storytelling capabilities, enabling brands to convey their message in innovative ways. Whether it is through immersive storytelling or gamification, these technologies capture users' attention and create deeper connections.
• Gupta further said, “In essence, AR/VR technologies are invaluable tools for brands seeking to build communities. By offering immersive experiences, fostering connections, and enhancing storytelling, they are reshaping the landscape of brand-building efforts in the digital age.”
• According to Rajat Abbi, Vice President, Global Marketing, Chief Marketing Officer, Greater India, Schneider Electric, “The adoption of AR and VR technologies in brand-building is driven by their ability to provide interactive experiences, and improve product design & development processes. In a world cluttered with notifications and advertisements, tapping into the virtual reality segment can help brands break through the noise and usher in the next generation of marketing. Such immersive, engaging, and digital technologies have immense potential to change the way we collaborate and significantly transform customer experience.”
• “AR and VR are revolutionising brand marketing by fostering deeper customer connections,” said Delphin Varghese, Co-founder & Chief Revenue Officer, AdCounty Media, adding, “These technologies create interactive experiences like games and filters, grabbing attention and building stronger brand loyalty. Additionally, AR/VR allows for personalised experiences tailored to individual preferences. Fueled by user data, this targeted approach enhances engagement and drives conversions. Finally, AR and VR shine in creating virtual showrooms, offering remote tours of properties and stores.”
• This innovation opens doors for new business opportunities, especially when physical access is limited. These technologies take audiences beyond the ordinary, placing them in virtual environments or layering digital elements onto the real world. This creates a captivating way to tell a brand’s story.
• “Imagine exploring a virtual product showcase or having details about a product appear right before your eyes! This immersive approach leaves a long-lasting impression,” said Varghese.
• “We have been using AR/VR technologies while creating social media posts, since audio-video led posts draw better attention. These technologies save on time and cost and also help in creating quality content,” noted Venu Kondur, CEO, Lobb Logistics.
• Optimising AR/VR opportunities by brands
• Srikant Rajasekharuni explained that brands utilise AR/VR technologies to provide unique experiences like ‘try before buy’, integrating real-time data into effective marketing efforts. They assess customer satisfaction through interactive VR quizzes and games, gathering valuable data to enhance brand promotion and foster loyalty. AR/VR features encourage customer engagement, yielding insights crucial for brand positioning. This data-driven approach aids targeted marketing, attracting more customers and boosting ROI. Moreover, engaging consumers through virtual events and selective audience invitations enhances customer participation, cultivating brand loyalty and promotion.
• Anuj Gupta elaborated, “Brands are leveraging the diverse features of AR/VR technologies to create innovative experiences and strengthen their connections with consumers.” He listed the following ways in which brands utilise AR and VR technologies to engage users and enhance brand interactions:
• Product Visualization: AR allows brands to offer virtual product try-ons, enabling consumers to visualize how products fit or look in real-world settings before making a purchase. This feature enhances the shopping experience, reduces uncertainty, and boosts confidence in buying decisions.
• Immersive Storytelling: VR immerses users in compelling narratives, transporting them to virtual worlds where they can experience brand stories firsthand. Brands use VR to create immersive storytelling experiences that evoke emotions, build brand affinity, and leave a lasting impression on users.
• Virtual Events and Experiences: Brands host virtual events and experiences using VR technology, enabling remote participation and engagement. From virtual conferences and product launches to immersive brand activations, these events foster community interaction and strengthen brand loyalty.
• Gamification: AR/VR technologies add elements of gamification to brand experiences, turning mundane interactions into fun and engaging activities. Brands create interactive games, challenges, and rewards systems to incentivize user participation and drive engagement.
• Educational Content: AR/VR platforms are utilized by brands to deliver educational content in an interactive and engaging manner. Whether it's virtual training sessions, educational simulations, or immersive tutorials, brands use these technologies to inform, educate, and empower their audience.
• Ambika Sharma added here, “To tap into the full potential of AR and VR, brands are leveraging these technologies to offer unique and engaging experiences that align with their marketing objectives. This could include virtual try-ons, interactive product demos, and immersive storytelling that breathes life into the brand narrative. Consider how retail brands use AR to overlay digital information on physical products in stores, or how automotive brands employ VR for virtual test drives. These experiences not only captivate and delight consumers, but they also provide real value by simplifying complex products and transforming potential buyers into active participants in the brand’s world.”
• Delphin Varghese said, “Brands are using AR and VR to create innovative marketing experiences that meet customer expectations for engaging interactions with technology. Here’s how:
• VR experiences: Virtual reality allows brands to create immersive simulations that replace physical experiences. This can be used to promote new products, showcase product development, or even host virtual events—all while drawing in potential customers who actively seek out these VR experiences.
• AR product visualisation:  Augmented reality lets users see how a product would look or work in their environment. Imagine trying on clothes virtually or placing furniture in your living room before you buy! This interactive functionality boosts sales and builds trust with customers.”