Tata Motors Use Transparent LCD and ROTOSCOPE Installations at the India Auto Expo

Tata Motors Pavilion at India Auto Expo 2014
Tata Motors Pavilion at India Auto Expo 2014
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* Tata Zest
* Tata Revotron engine
* Tata Motors
* Xenium Digital
* Xenium Technologies

* Advertising
* Technology

* Mumbai - Maharashtra - India

* Projects

MUMBAI, India - Feb. 13, 2014 - PRLog -- Greater Noida, New Delhi:  The India Auto Expo is one of the leading shows of the automobile industry. Tata Motors not missing on this opportunity to regain back its position in the market, displayed 18 vehicles for their passenger and commercial segments. This extensive range of vehicles was based on elements of Drivenext, DesigNext, ConnectNext, PerformanceNext and FuelNext. With a wide variety of interactive real-time applications on their exhibition stand they successfully engaged the visitors.

To showcase this collection of their future technologies and concept cars, they acquired a huge stand at the expo. It was equipped with various multimedia installations to demonstrate their product strategy for HorizonNext. The lead agency Imaginations hired Xenium Digital to deliver and design this stunning multi-media installation for the visitors. They created a fully dynamic content for one of their All-New passenger car Zest and their Next-Generation series of engines REVOTRON. Both these installations were incorporated with an extensive library of videos and 3D Graphics which could be accessed by visitors through touch screen technology.

The new compact sedan Zest which was unveiled on 3rd Feb ahead of the Auto Expo, was displayed in an interesting way with the help of a state-of-the-art Technology. This new technology is called ROTOSCOPE. Rotoscoping is an animation technique, to display the successive frames of a scene.

However, in the current perspective, to unveil the car, a special arrangement was done, in which an LCD touch panel was mounted on wheels which could be moved on rails in front of a sketch of the car. Here the hardware continuously communicated with the software running on the LCD touch panel. As the visitor moved the LCD panel, it would notify the current position of the LCD Touch panel to the software and in turn the software would display the corresponding cross-section image of the car. The special features of the car were highlighted with touch points, which the visitor could touch and see the corresponding video. There was also an option to see the interior or exterior cross-section of the car, thus making the application more engaging and effective.

What makes Xenium Digital’s visual interpretation of the company, especially memorable is that while traditional marketing ideas used by others relied on their vehicles just reach the consumers, Xenium Digital made ample and brilliant use of technology to fill in this huge gap between the brand and its consumers.  Their second application for the two actual REVOTRON engines which were placed behind touch activated transparent LCD’s, invited the imagination of the visitors to roam freely. The LCD highlighted amazing illustrations of the relevant motor parts of the engine. Aiming at providing the consumers the best driving experience, the designed content revolved around the points – Revolution in Performance, Revolution in Refinement and Revolution in Economy.

About Xenium Digital

Xenium Digital is India’s leading interactive advertising agency. Where we live in today’s digital world, Xenium Digital has helped great brands by creating engaging experiences for consumers. Our marketing and design capabilities, rooted in digital, combine consumer insight, technology and creativity. The result, consumer experiences that are as dynamic, elegant, and interesting as the people using them. Clients who enjoy the customer loyalty, industry recognition, and results. And employees who thrive on inventing the future.

For more information visit http://xenium.in/

Xenium Digital
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Tags:Tata Zest, Tata Revotron engine, Tata Motors, Xenium Digital, Xenium Technologies
Industry:Advertising, Technology
Location:Mumbai - Maharashtra - India
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