The Hustle towards the Bigger Reality.

MTV Hustle is India’s first rap reality show and judged by well-known artists – Raftaar, Nucleya and Raja Kumari debuted on television in October 2019.

Along with their regular marketing activities, MTV wanted to go beyond their regular effort and provide users with an augmented reality experience via Instagram AR branding.

What is Augmented Reality?

Augmented reality (AR) is an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli delivered via technology.

On Instagram, that can be done through the feature of filters, where the audience can use the filter that has the elements of your brand and still is engaging for the audience.

And that is exactly what we did for MTV Hustle!

Campaign Concept:

The unique dressing style of rappers was converted into an AR lens that dedicated a smart space for brand visibility.

The concept resulted in tremendous engagement amongst the audience, who were exactly the target audience for the show.

The results involved additional media spends as the idea was picked up largely by the audience.

The Number Game:

Social Media Reach- 176.6K
Google Searches- 15.9 K
Shares- 803

The concept of AR Filter had hit the right spots for the brand before the release of the show and as an agency, that is what keeps us motivated to try new things for our client!

Check out the filter, and let us know how you like it!

https://www.youtube.com/watch?v=IWilJ1nVZ3Q