A part of the breakfast convenience range, the Minute Rasam brought together age old flavours in a effortless manner. To help reposition this traditional product to a younger audience while emphasising on authentic flavours and ease of preparation - XTENDR used WebAR to create a bite sized gamified engagement.
The gameplay was created as a minute engagement to keep the user engaged while the product got prepared. Taking a cue from popular culture, the game was designed to excite and talk to the millennial user in a manner native to them.
The use of traditional vessels in the gameplay to depict the product helped reinforce product authenticity. The simple single finger action helped build on the quotient of ease.
The experience further helped build social virality by encouraging users to challenge their friends across platforms. Users were also gratified for their engagement with a special discount offer they could redeem on the brand website.
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