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-key detection with XR, we transformed blue tarps into triggers for interaction. A first-of-its-kind use of colour as media, turning an existing urban layer into an interactive one. 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. A guerrilla idea at city scale, this created a zero-media 603.4 sq. km outdoor network across Mumbai, built not by adding media, but by reimagining what already existed. A seamless blend of environment and interface, where innovation wasn’t added to the city, but embedded within it. What was once ignored, became interactive. What covered the city, connected it
