Expressnews
Chennai , 26th March 2022. Multi talented SS Rajamouli is all set to take his magnum opus RRR to cinema screens across India on March 25th. The filmmaker is sparing no efforts to promote the film and has partnered with Snapchat to create engaging AR experiences for movie lovers. Through the partnership Snapchatters will access exclusive filters and lenses giving movie buffs an experience on what is awaiting for them in theaters.
With the RRR Theme lens, users will need to capture themselves walking and select from the Fire or Water option that the lens throws up. Based on their selection, the RRR Fire or Water theme will come alive on their screens along with the movie’s music score. The RRR Theme lens features spectacles with JrNTR in one frame and Ramcharan in the other with either frame celebrating their individual personalities of Fire and Water.
While the RRR Naacho Naacho song Lens, will have users match steps to the fun dance number from the movie and experience a cool animation with sunglasses while dancing to the song.
Augmented Reality continues to revolutionize how people communicate, are entertained, learn and experience the world. India has seen a massive adoption for AR, from using lenses to creating lenses and also engaging with them!
Commenting on the collaboration, Durgesh Kaushik , Director of India and South Asia – Market Development said,“At Snapchat, we bring unique Augmented Reality (AR) experiences to our community and identify new avenues to incorporate AR in their day-to-day lives in different areas like education, fashion, art, and entertainment. Our partnership with RRR is helping fans engage with the unique aspects of the movie and with the stars using immersive AR experiences. We are confident that this association will be a huge success amongst the youth and Gen-Z.”
Commenting on this innovative movie promotion, RRR Director SS Rajamouli said, “With every film, I try to do something different, which fans will enjoy and connect with. RRR was always meant to be a visual masterpiece, so when our team was ideating on promotions, I was very clear that I wanted to explore something innovative but also visually impactful. That’s how we zeroed in on promoting RRR on Snapchat through AR – something that no Indian movie has ever done at this scale before. RRR is a pan-India film, which made it important for us to collaborate with a platform like Snapchat that could give us access to an engaged and a strong user community of Gen Z and millennials across the country. In addition to the AR creative tools, which I believe will play a larger role in future movie promotions in India, we’ve also created the RRR movie channel on Snap’s Spotlight platform where we have been regularly sharing fun content from the movie as well as BTS from the shoot to keep our fans entertained.”
