Description
When 70% of Mumbai turns blue during the rains, it becomes more than a colour. It becomes culture. We saw an opportunity to turn this everyday visual into a citywide interface, reimagining the city’s most overlooked surface as a living digital medium. By combining chroma-based scanning with XR, we transformed blue tarps into triggers for interaction. No QR codes. No app installs. No friction. Just a tap on the in-app banner, and every blue tarp became a gateway to Instamart, unlocking rewards, offers and experiences in real time. By embedding technology into existing behaviour, we created a scalable, zero-media 603.4 sq. km outdoor network across Mumbai, one that had always existed, just never been seen. What was once ignored, became interactive. What covered the city, connected it and rewarded its people.
