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 using chroma-based scanning with XR, we transformed blue tarps into triggers for interaction. No QR codes. No app installs. Just a tap on the in-app banner, and every blue tarp became a gateway to unlocking rewards 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. More than reach, this was participation at scale, where the city itself became the interface, and engagement was as effortless as looking around. And by linking every interaction directly to in-app rewards and offers, we turned discovery into action, driving seasonal commerce when demand peaks the most.
