Feature
The Gist
- Heritage meets innovation. Legacy Indian brands like Britannia, Tata Tea and ITC are using AI, AR and immersive technologies to modernize consumer engagement while preserving their history.
- Emotional and interactive storytelling. AR campaigns create real-time, sensory-rich experiences that boost emotional connections and memory retention.
- Experience-driven loyalty. By blending nostalgia with technology, these brands are turning consumers into active participants, strengthening brand loyalty for future generations.
Legacy brands in India—some over a century old—are thriving today by embracing innovation. Technologies like Artificial Intelligence (AI), Generative AI, Augmented Reality (AR), Virtual Reality (VR) and others are helping these companies stay relevant, deepen consumer engagement, and evolve alongside society.
Far from being outdated, these brands are using immersive tech to transform their heritage into powerful, modern experiences.
According to Statista, the global AR advertising market is rapidly adopting immersive experiences to enhance brand engagement and user interaction across multiple sectors. Revenue in this market is projected to reach US$5.8 billion in 2025.
Related Article: Mastering Customer Engagement Strategies: The Art of Cultivating Brand Loyalty
Britannia’s AR Tribute: Bridging History and Emotion
Britannia, a 100-year-old brand, used AR to commemorate the Independence Day of India by sharing the stories of five living freedom fighters. Through immersive storytelling, the brand connected historical emotion with modern technology, making history feel personal and tangible for younger audiences.
AR enhances emotional experiences with its immersive and interactive nature, making engagement more real-time and stimulating. The newness of AR helps to engage people more deeply and emotionally. AR marketing heightens physiological arousal, which strengthens emotional reactions.
Related Article: Top Digital Experience Trends This Year
Tata Tea’s Wellness Campaign: AI and AR for Everyday Health
While Britannia has used Generative AI and AR to create an emotional connection with consumers, another century-old brand, Tata, is leveraging AI and AR to connect with consumers. With urban lifestyles leading to Vitamin D deficiency, Tata Tea Gold VitaCare introduced a "Face Test," an interactive AI filter that checks "tiredness levels," highlights the importance of Vitamin D for maintaining energy, and directs users to Tata Tea Gold VitaCare’s shopping page.
The campaign also incorporated a print ad featuring an acrylic mirror insert, blending tactile and digital experiences to make wellness more accessible and engaging. Tata Tea Gold VitaCare used AR’s real-time feedback and interaction capabilities to enhance the campaign. The dynamic and immersive nature of AR automatically captures attention, triggers curiosity and excitement and enhances emotional connections, which makes the experience informative and compelling.
Related Article: Building Customer Trust — US Statistics for 2025
ITC’s Gen Alpha Strategy: Building Loyalty Through Immersive Experiences
ITC has products for every generation, that caters diverse segments—from Mangaldeep Agarbatti to Classmate. With an aim to build a lifelong relationship with Gen Alpha, ITC leveraged AR technology. They installed a life-size brown notebook cover over the glass façade of a 30-foot-long tunnel aquarium in Mumbai.
As children and parents scanned the QR code on the notebook cover, it gradually unfurled, revealing an ocean-like aquarium. By manipulating virtual objects and exploring an augmented environment, the audience actively engages, reinforcing memory retention. This immersive and enjoyable childhood experience will develop an authentic emotional connection in the mind of Gen Alpha, which will create a long-lasting memory as they grow up with enhanced brand loyalty.
Why AR Works: Emotional Engagement and Memory Retention
In an era where technology is reshaping the way brands connect with consumers by offering interactive, immersive and personalized experiences, new-age technologies allow consumers to engage with brands in real-world contexts, reducing uncertainty and enhancing decision-making.
More than just a tool for visualization, the technologies tap into psychological and sensory cues, making brand storytelling more compelling and authentic.
Legacy Brands Using Immersive Technology
This table outlines how century-old Indian brands are leveraging AI, AR, and immersive experiences to deepen consumer engagement and build long-term brand loyalty.
| Brand | Technology Used | Campaign Description | Impact on Consumer Engagement |
|---|---|---|---|
| Britannia | Augmented Reality (AR) | Created an AR experience for Independence Day featuring five living freedom fighters, blending historical storytelling with modern tech. | Enhanced emotional engagement by making history tangible for younger audiences. |
| Tata Tea Gold VitaCare | AI and AR | Launched a “Face Test” AI filter to assess tiredness levels, educate on Vitamin D, and link to product shopping; integrated print ads with acrylic mirrors for interactive wellness awareness. | Blended tactile and digital experiences to make health awareness engaging and actionable. |
| ITC (Classmate) | AR | Installed a life-size notebook cover on a 30-foot tunnel aquarium; scanning a QR code revealed an interactive ocean-themed AR environment. | Created a memorable brand interaction for Gen Alpha, fostering early loyalty through immersive play. |
The Road Ahead: Experience-Driven Brand Loyalty
Legacy brands use these technologies to evoke nostalgia and foster brand loyalty. They are leveraging technology to create deeper emotional connections, transforming passive consumers into active participants.
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As these legacy brands continue to embrace these technologies, the future of marketing will transform into creating experiences that leave a lasting imprint on the consumer's memory and mind. As technology continues to blur the lines in multiple dimensions, brands are no longer just selling products—they are shaping experiences that establish long-lasting connections.
Now the question arises: How will tomorrow’s brands push the boundaries of innovation to deepen their bond with consumers while maintaining their legacy?
