The Future of Experiential Marketing: How Technology is Redefining Brand Interactions

(Authored by Hariom Seth, Founder, Tagglabs)

Experiential marketing is rapidly but steadily emerging as one of the most authentic ways to engage and understand customers. Burgeoning from simple events and experiences, this sector has now embraced cutting edge technology to bring brands closer to their customers. Recently the world’s largest crowd gathering The Maha Kumbh at Prayagraj inaugurated the Digital Mahakumbh Experience Centre. Upon its inauguration, it witnessed over 8,000 visitors per day, attracting investors and contributing to Uttar Pradesh’s revenue, while also engulfing the devotees in its culturally rich, immersive story of the Maha kumbh aided by generative AI. The Digital experience centre showcased various mythological stories through interactive technologies, highlighting the growing need for well crafted high quality 2D and 3D animations and state-of-the-art hardware. The various interactive and immersive technologies employed in the Digital Mahakumbh Experience Centre are as follows:

1. Projection mapping – to visually narrate significant stories of Samudra manthan and Kumbh nagari.
2. Holographic AI enabled 3D avatar of Narad Muni – this AI enabled conversational chatbot was the highlight of the experience centre. It engaged the eager visitors who could ask various questions regarding the grand event.
3. Holographic 3D avatar of Mata Saraswati – Audio visuals of AI generated Mata Saraswati was displayed using a holofan
4. LiDAR enabled interactive Triveni sangam – this motion sensitive digital engagement let the visitors interact and experience the sacred waters of the Triveni Sangam.
5. Samudra manthan game in VR – while the projection mapped video was an artistic marvel, this VR experience took it up a notch where the visitor could pick a side and engage in the digital ‘churning of the ocean’ to endow the visitor with an array of objects from the ocean of milk.

Similarly, various pavilions at the Auto Expo – The Motor Show 2025, leveraged Gamification, AI, embedded systems, and 2D/3D animations to deliver personalised experiences to all the attendees. One of the most popular engagements, Tata’s immersive simulator game, let the visitors experience the latest technologies present in the new Tata Safari. The pavilion also showcased interactive experiences that, through immersive 2D/3D visuals, displayed various features of Tata cars. Kia too engaged its visitors through personalised AI photobooths where each visitor could select a template to superimpose their face over an AI avatar and receive an AI generated reel meant to be shared on social media. MG motors on the other hand leveraged an AI photobooth to teleport their visitors to experience their vintage cars manufactured at different eras. This engagement won the award for the best pavilion engagement at the event.

Experiences such as these, not only engage the visitors but initiate a new wave of storytelling that appeals to the younger generation. The aesthetic appeal of these engagements tends to be social media friendly and ensures virality across the internet. Experiential marketing is thus an excellent storytelling tool not just to promote events and brands but attract investments, since it fosters a deeper connection with the user leading to increased loyalty, and positive word of mouth.