Auto Expo 2023 with Maruti Suzuki- A Fusion of Innovation, Robotics, and Virtual Reality

AR/VR

Pallavi Rakecha

5 Min

Nov 18, 2024

The Auto Expo 2023 was a stunning showcase of experiential marketing, marrying cutting-edge new age tech with automotive innovation. At the forefront was Maruti Suzuki, a leader in automotive excellence, captivating visitors through immersive experiences that incorporated Virtual Reality (VR), robotics, and tech-led demonstrations. With over 600,000 attendees and participation from 100+ brands, Auto Expo solidified its status as a premier automotive event, reminiscent of major international showcases like the Geneva Motor Show. Maruti's stall, themed "The Future of Mobility," offered visitors a glimpse into the future, blending tech-led experiences with real-world applications that emphasize interactive and offline engagement.

Auto Expo has always been a space where brands unveil not just cars but innovative technologies shaping the industry's future. This year, automotive heavyweights like Hyundai, Tata Motors, and BMW, alongside Maruti Suzuki, demonstrated how new age tech can redefine mobility. Maruti's high-tech, visually spectacular exhibit not only displayed new models but also immersed attendees in futuristic experiences, setting a new standard for experiential marketing at automotive shows.

Maruti Suzuki's Immersive Experience: A Showcase of New Age Tech

Maruti Suzuki elevated experiential marketing to new heights through a 200-foot dynamic, multi-curve LED display, which captivated visitors by revealing new car models daily. This spectacle demonstrated the power of synchronized tech-led experiences by combining content, interactivity, and technology. The highlight was the launch of the eVX concept, Jimny, and Invicto models, focusing on electric vehicles and hybrid technology.

The success of Maruti's exhibit lay in their integration of a custom media server capable of pushing an astonishing 160,000 pixels of content, resulting in high-quality visuals and real-time display. Imported kinematic lights from Germany added another layer of spectacle, synchronizing with content and audio-visual cues to deliver choreographed light shows. This emphasis on immersive experiences illustrated how experiential marketing can combine offline engagement with cutting-edge technology.

Integrating Robotics and Virtual Reality (VR) for a Tech-Led Experience

Maruti's display was more than a typical car showcase—it highlighted future-forward tech such as robotic arms and Virtual Reality (VR), giving visitors hands-on experiences of Advanced Driver Assistance Systems (ADAS). These installations served as a perfect example of experiential marketing through tech-led experiences that blended the digital and physical worlds.

Robotic Arm Demonstration

The robotic arm experience was designed to showcase Maruti's ADAS technology. Using an affordable yet capable xArm solution with six degrees of freedom (DOF), Maruti illustrated various driver-assistance features in a visually compelling way. The robotic arm simulated driving scenarios, demonstrating collision detection, lane departure warnings, and emergency braking in real-time. As it moved through a digital cityscape, it brought automotive safety technologies to life in a highly interactive manner, underscoring how robotics can transform offline engagement into memorable educational experiences.

Key Elements of Robotic Arm Setup:

Software Integration: A custom Unity application was developed, allowing for real-time control of the robotic arm's movement. Data was exported from After Effects in JSON format, which was then used to simulate motion paths. DOF Mobility: The robotic arm had 6-axis movement, but initially, it was tested in 3-axis mode to simplify the process. Material and Printing: For the 3D models of the cars, PLA/ABS materials were used for printing, but the initial results were subpar. Finally, a glowing diffusion effect was added to ensure the models interacted well with the light and the screen. Challenges Faced: The calibration of motion and speed posed significant difficulties, especially in balancing the voltages that powered the arm. Hundreds of trials were run to optimize the movements of the robotic arm.

The Immersive ADAS VR Experience: Behind the Scenes

The VR experience in Maruti's stall was a result of extensive planning and development. The project began with initial discussions focused on creating something distinct from their previous Brezza VR experience. The team decided to set this experience at night, creating a dramatic contrast that would highlight the car's features and branding effectively. Development Process and Storytelling The most challenging aspect was crafting the perfect narrative within the strict time constraint of 2.5 to 3 minutes. The team designed a U-shaped path through the city that would allow them to showcase all key features while maintaining engagement. The journey was carefully planned: Opening Sequence (First 10 seconds):

Dramatic reveal of the car with Maruti Suzuki branding Smooth transition from external to internal vehicle view Feature Demonstrations: Turn indicator systems with voice-over explanations Auto-correction steering demonstration Low-speed automatic braking Warning systems for overtaking vehicles (at 62-70 km/h) Steering wheel vibration alerts Auto-speed adjustment on bridges Automatic headlight control in tunnels

Technical Implementation

The VR experience was rendered in 8K resolution using Blender, later optimized to 5.2K for the Oculus Quest 2 headset. The team faced several technical challenges: X-ray Vision Development: Created a unique neon-blue visualization Showed internal car mechanics in 360 degrees Required 10 days of material development and refinement Optimization Techniques: Used compositing to adjust timing without full re-renders Refined Blender nodes for lighter materials without quality loss Balanced performance with visual quality Environmental Design: Created a detailed cityscape with shops, petrol pumps, and metro stations Implemented neon lighting to visualize ADAS signals and systems Careful timing of each feature demonstration

The Technology Stack Behind the Showcase

Creating such an immersive experience required a carefully selected technology stack. Here's a breakdown of the tools and technologies that were used: Software Development: Unity: Used for building the robotic arm and VR simulations, ensuring real-time interactivity. Node.js: A backend server was used to handle communication between the robotic arm and the Unity application. Blender: 3D modeling and animation for both the robotic arm content and the VR cityscape. After Effects: Used for motion tracking, content compositing, and scene design. Python: Scripting and socket programming to control the robotic arm's movements and coordinate actions with the display content. Hardware: xArm Robotic Arm: 6-axis robotic arm chosen for its flexibility, compact size, and cost-effectiveness. Oculus Quest 2: VR headset used for delivering the immersive ADAS experience. Custom Software: The media server that powered the 200-foot LED display was built specifically for Maruti's needs, capable of handling large-scale content and synchronizing it with the other interactive elements.

Conclusion

Auto Expo 2023 was not just about car debuts and brand showcases; it was about how technology is shaping the future of the automotive industry. By blending seamless experiential marketing, virtual reality (VR), robotic arm technology, and other New age tech, brands like Maruti Suzuki are redefining the consumer experience, paving the way for a future where automobiles and cutting-edge tech go hand-in-hand. The detailed development process behind the VR experience and robotic arm demonstrations shows the level of innovation and attention to detail required to create truly engaging offline engagement and immersive experiences that seamlessly merge technology with automotive excellence. From the initial concept discussions to the final tech-led experience, every aspect was carefully crafted to deliver an unforgettable showcase that highlights the future of mobility.

About the Author

Pallavi Rakhecha
Marketing Manager