01
The Opportunity
For the Indian 2 promotion, the opportunity was to bring Senapathy into real-world settings through augmented reality.
Sony Music Case Study
Bringing Senapathy into the Real World with Augmented Reality
- Service
- Augmented Reality (AR) Development
- Client
- Sony Music South
- Campaign
- Indian 2 — #ComeBackIndian
- Agency
- Rankraze
Sony Music South Case Study
Bringing the World of Indian 2 to Life Through Augmented Reality
For Sony Music South's promotion of Indian 2, Rankraze developed an augmented reality experience featuring the iconic character Indian, also known as Senapathy. The project brought the character beyond the screen and into real-world spaces, creating an interactive experience connected to the film's #ComeBackIndian campaign.
The project combined 3D character development with AR to give audiences a different way to experience the film's promotional campaign.
Project Overview
A Quick Look at the Project
Sony Music South was promoting Indian 2, the film featuring the return of the well-known Indian character, Senapathy.
As part of the campaign, Rankraze worked on an augmented reality experience that allowed the character to appear in physical environments. The project combined digital character creation with an interactive experience designed around the film's promotional theme.
The project demonstrates how AR can bring entertainment content into the audience's physical environment, creating an experience beyond conventional promotional visuals.
Project Detail
Information
- Client
- Sony Music South
- Industry
- Music and Entertainment
- Project
- AR experience for Indian 2
- Featured character
- Indian / Senapathy
- Campaign theme
- #ComeBackIndian
- Service delivered
- Augmented Reality Development
The Creative Challenge
Taking a Film Character Beyond the Screen
Film promotions give audiences a reason to engage with a story before or around its release. But a character that people already recognise can also become the centre of a more interactive experience.
02
The Challenge
The challenge was to develop a digital version of the character that could be placed into physical environments while retaining the recognisable appearance of the original character.
03
The Approach
Rather than limiting the experience to a conventional image, the project used a 3D character and AR to create a more immersive way for audiences to interact with the campaign.
The Goal
Bring the character into the real world and give the #ComeBackIndian campaign a distinctive, technology-led creative experience.
The Key Idea
Make the Character Part of the Experience
The central idea was straightforward: instead of only showing Senapathy through promotional content, bring the character into the viewer's surroundings.
Augmented reality made this possible by combining a digitally created character with a real-world environment.
This approach gave the campaign a visual element that audiences could experience in a more immediate way. It also created opportunities to capture the character in different physical settings, as shown in the project images.
The work brought together three important elements
Character recognition
01Retaining the visual identity of Senapathy.
3D development
02Creating the digital character required for the AR experience.
Real-world integration
03Placing the character into physical environments to bring the campaign concept to life.
This was the creative foundation of Rankraze's work for the project.
The Strategy
From a 3D Character to an AR Experience
The project required more than placing a character into a promotional image. The digital asset needed to be developed for use in an augmented reality experience.
Rankraze approached the work through the character creation and AR development process.
Step 1 Develop the Digital Character
The project included 3D character development for Indian / Senapathy. The development screenshots show the character at different stages, from a basic model to the more complete version used in the project.
Step 2 Prepare the Character for the Experience
The 3D character served as the digital asset for the AR implementation. This connected the character development work with the intended real-world experience.
Step 3 Bring Senapathy into Real-World Spaces
The completed experience allowed the character to appear in physical environments, as demonstrated by the project photographs.
Step 4 Connect the Experience to the Campaign
The AR work supported Sony Music South’s promotion of Indian 2 and its #ComeBackIndian theme.
Together, these steps connected 3D development, augmented reality and entertainment marketing in one project.
What We Delivered
What Rankraze Delivered
The available project material documents the following work.
3D Character Development
Rankraze developed a digital version of the Indian / Senapathy character. The project screenshots show the character modelling process and the more complete character asset.
Augmented Reality Implementation
The project brought the digital character into real-world environments, creating an AR experience connected to the film’s promotional campaign.
Real-World Experience Visuals
The supplied photographs show the character appearing in different physical settings, illustrating how the digital asset was used as part of the experience.
Campaign-Related Creative Execution
The project was associated with Sony Music South’s Indian 2 promotion and the #ComeBackIndian campaign. The supplied case-study slide also includes an Instagram post from Sony Music South featuring the campaign.
Suggested visuals for this section:
The 3D modelling and character development screenshots.
The Senapathy character appearing in a real-world setting.
The Sony Music South campaign post included in the supplied project material.
These visuals help visitors understand the actual work instead of relying only on a written description.
Project Outcome
A Real-World AR Experience for Indian 2
The completed project brought the Indian / Senapathy character into real-world environments through augmented reality.
The supplied project material documents the finished character, its use in physical spaces and its connection to Sony Music South's Indian 2 promotional campaign.
Rather than presenting the work as a standard promotional asset, the project demonstrates how a recognisable film character can become part of an interactive, technology-led experience.
What the Project Demonstrates
A completed AR implementation
The character was brought into real-world settings.
3D character development
The supplied screenshots document the character creation process.
An entertainment-focused application of AR
The experience was developed in connection with a film promotion.
A campaign-specific creative concept
The work was associated with the Indian 2 and #ComeBackIndian campaign.
Why It Matters
Why This Project Matters for Brands
The Sony Music South project illustrates one way brands can use augmented reality to make a campaign more experiential.
For entertainment campaigns, AR can help bring characters, visual concepts and digital assets into physical spaces. The same principle can be explored in other industries, depending on the audience, objective and type of experience required.
For example, brands may consider AR for:
Entertainment
Bringing characters and campaign concepts into real-world environments.
Retail
Helping customers visualise products in their surroundings.
Education
Making learning experiences more interactive.
Product marketing
Demonstrating product features through digital overlays.
These are potential applications of the technology, rather than outcomes claimed for the Sony Music South project.
For businesses exploring similar ideas, the key is to choose an AR experience that serves a clear purpose for the audience instead of using technology simply because it is available.
Let's Build Together
Have an AR Idea for Your Brand?
A memorable digital experience begins with a clear idea of what the audience should see, do or experience.
Whether you are exploring an interactive campaign, a 3D character experience or another application of augmented reality, Rankraze can help you explore the possibilities and plan an approach around your project.
Explore our Augmented Reality Development Services to learn more about how AR can be applied across different industries.
Looking for a wider digital strategy alongside your creative technology project? Visit Rankraze, a digital marketing company in Chennai, to explore our digital marketing and technology services.
If you're comparing options for the best digital marketing agency in Chennai, look beyond campaign ideas alone. Consider the team's creative capabilities, technical expertise and ability to turn a concept into a working experience.
Have an idea worth bringing to life? Let's discuss your project.