Pranay Bhandare
When Maruti Suzuki set out to redefine automobile launches, they did not settle for a conventional stage reveal or static display. Instead, they turned toward immersive experience as the core medium — and Ink In Caps (IIC Lab) was tasked with making that transformation real. The result: India’s largest synchronized VR test drive using 100 Oculus headsets, running simultaneously, in a physical event setting. The goal was simple but audacious: make every user feel as though they were inside the Brezza — driving it, exploring every new detail — at the exact same moment as hundreds of peers.
This blog takes you behind the scenes: the thinking, the engineering, the cinematic rendering, the logistical constraints, and the measurable outcomes. Our audience here is not the casual reader — you are brand strategists, marketing leads, decision makers who demand tangible results and process clarity. Let’s dive in.
Nov 1, 2025
From the start, the framing was clear: deliver a “Hot & Techy” virtual test drive. The brand vision was not just to show the Brezza 2022, but to let every attendee experience it. Traditional media kits or test drives on roads would not suffice for that level of collective immersion.
Ink In Caps, in collaboration with Communique Marketing, designed this event to operate in a hybrid space: physical infrastructure housing a virtual narrative. The catch: all attendees, whether journalists or guests, would don VR headsets and step into a perfectly synchronized, cinematic 360° world.
Why 100 devices? Because scale matters. A large audience needs to share the same moment. That simultaneity multiplies the emotional impact. And because India had never seen such a synchronized VR deployment at this scale, it became a statement — not just about a car, but about what a brand launch could become.
Over three days, 100 new users joined the launch each day (about 300 attendees total). At peak, 100 journalists experienced the test drive in VR. This was not a trickle; it was a flood.
Every VR event at this scale requires a robust “prep zone.” In this case, the team allocated a ~3,000 sq ft area to host device loading, calibration, charging, and queues. Each of the 100 Oculus headsets had to be preloaded with content manually (a tedious but unavoidable task). The devices only had about one hour of battery life, so a clever charging protocol was essential.
Between user sessions, the VR devices needed to be recharged within a tight 3-minute window. To meet this, the team instituted a central console capable of charging all 100 units rapidly, in that narrow timeframe. That console system became a critical pivot to sustain operations smoothly across three continuous days.
Furthermore, to eliminate misalignment in the experience, a 30-second calibration screen ensured that all participants were facing roughly the same direction before the immersive journey began. Minor differences in orientation could shatter the shared illusion, so this calibration step was non-negotiable.
The heart of this project lay in the synchronization of content across 100 devices — audio, video, and user orientation — such that delay or latency would break the immersive promise.
To address this, the team designed a mesh network infrastructure linking all Oculus devices. This mesh topology enabled all devices to receive data in parallel, significantly reducing bottlenecks and latency spikes. The system targeted 100 ms response time, i.e., each device had to sync within that margin to appear simultaneous to all viewers.
Multiple consoles controlled the devices. The controls involved not only content start/stop and status monitoring, but also commands for error recovery, handling battery state, and ensuring that all devices had the correct version of content loaded. This control plane enabled operators to manage issues in real time.
Because of the scale, the content itself was large (3 TB total) — making streaming rather than local playback impractical. Thus, the synchronization network had to carry that heavy load, reliably, across all devices. Any dropout or lag would ruin the experience.
A VR test drive is more than 360° video. The narrative, transitions, and environmental fidelity all matter. Here’s how the team tackled them.
The experience was built in a futuristic, neon-inflected metropolitan cityscape. The creative direction was to build an atmosphere that felt expressive, premium, and dynamic — a backdrop that elevated the Brezza’s features while not overshadowing them.
In terms of duration, the VR video ran ~4 minutes:
~30 seconds of pre-text (intro, welcome)
~1 minute of the core showcase of the car’s mechanics and user interface
~2.5 minutes focusing on the facelift features: changing headlamps, sunroof, other design updates
Transitions had to feel natural — entering the car, focusing on key control surfaces, shifting views to the exterior, then lighting change and roof mechanics. Every cut, movement, or camera shift was choreographed carefully to preserve presence.
To maintain credibility of the VR experience, every detail inside the car—steering wheel motion, speedometer behavior, wheel rotation, interior reflections—was precisely synchronized to the viewer’s perspective. The team adopted a photorealistic pipeline: high-resolution textures, realistic shaders, accurate lighting, reflections, global illumination, and fine geometry.
Rendering at 4K and 8K resolutions, the project consumed ~20,000 hours of render time. Each frame demanded ~4.5 hours to render. The total file size ballooned to 3 TB, making storage, transfer, and fault tolerance key concerns.
Because the data size was enormous, optimizations in compression, level-of-detail streaming, and predictive preloading were introduced to ensure no latency hiccups occurred at critical junctures.
No large-scale immersive activation is without hurdles. Here’s how the project team addressed and overcame them:
With 100 devices to pre-load, and every device requiring the same content version, the manual upload process was inherently repetitive and error-prone. The team mitigated this by organizing the devices into batches, maintaining checklists, and incorporating redundancy checks before the event — verifying checksums to detect corrupt loads early.
Given that each VR headset had roughly one hour of battery life, and the next round of users needed devices within three minutes, the charging console was mission-critical. The system was built to charge all devices in parallel with failsafe circuits to prevent overheat or surge. Backup power and redundant circuits were included to avoid that single point of failure.
To preserve the unity of experience, it was essential that all participants face roughly the same direction when the VR session began. If one user glanced elsewhere at the start, their perspective would diverge. The 30-second calibration screen helped standardize user alignment. The control consoles also included pre-session orientation prompts and checks.
A mesh network helps, but network jitter, packet drops, or device-level delays could still occur. The team built error-correction layers, buffer management, and fallback resync protocols. If a device lagged, it would resync silently rather than interrupting the entire cohort’s experience.
Moving 3 TB of VR content to onsite systems, distributing it across consoles, and ensuring consistent, verified copies across all 100 devices was nontrivial. The team replicated data across high-throughput local servers, used RAID arrays, and maintained checksum verifications at every transfer step. They also had cold backups ready onsite to recover in case of drive failures.
The event spanned three days, and each day welcomed 100 new users into the VR launch. Thus the operational model needed to be repeatable, resilient, and seamless. Daily rehearsals and “dress runs” before the event opened made sure the team had errors ironed out.
Attendees moved through these stages:
Welcome and brief orientation — explanation of the VR journey.
Device calibration zone — 30-second alignment screen, participant seating, safety check.
VR Test Drive — ~4-minute immersive sequence.
Post-experience debrief — Q&A, feedback, interaction with physical car models and brand representatives.
Because multiple participants would cycle quickly, the charging console, calibration area, and queue flow had to be balanced to avoid bottlenecks. Staff flow coordination and floor management were critical.
Given the real-time nature of the event, operators monitored latency metrics, device health, and network integrity live. If a device malfunctioned, redundant spares were ready to substitute. Failover protocols allowed a device to re-sync or rejoin without disrupting the cohort.
Before each batch, a micro-check tested synchronization across all 100 devices with a dummy 10-second frame to verify alignment before the live run.
The VR experiences drew and retained high attention spans. Because the narrative was immersive and the content meticulously tied to feature story, users remained engaged throughout. Attendees reported strong recall of details — sunroof, headlamp transitions, interior aesthetics — more than what conventional presentations typically achieve.
The synchronous nature made the event feel like a collective moment: hundreds of participants “driving” the same car at once. That shared memory amplified brand recall and elevated the perception of innovation.
Over the three days, many journalists across print, broadcast, and digital media participated in the VR test drive. The immersive, direct experience made their coverage more vivid and credible. Instead of speculative copy from press kits, their stories could speak from experience — “I felt like I was in the driver’s seat” — which amplifies trust.
Maruti Suzuki, through this launch, signaled more than a new SUV. It signaled that it takes customer experience seriously, that it is comfortable pushing technological boundaries, and that it is willing to invest in memorable, experiential storytelling. For existing and potential buyers, that kind of positioning strengthens brand equity.
From the lens of Ink In Caps, this deployment reinforced our promise: we don’t do gimmicks. We deliver fully synchronized, large-scale immersive brand moments.
If you are a marketing head, innovation lead, or executive evaluating immersive activations, here are distilled insights from this Brezza VR launch:
A small VR demo for 2–5 users is fairly standard now. But running 100 in lockstep magnifies complexity (power, network, synchronization, user flow). Always build redundancy and fallback strategies.
Slight misalignment in direction or user posture can fracture shared experience. Build short calibration sequences and alignment checks.
If your visuals are low quality, the suspension of disbelief collapses. You need photorealism, accurate motion, lighting, reflections, and seamless transitions. That often demands massive rendering effort, large file sizes, and smart streaming strategies.
Mesh networks, console control layers, battery charging systems, redundancy circuits — all of this is behind-the-scenes plumbing. Neglect it, and your grand concept fails.
Even with perfect content, if attendees wait too long, devices die midway, or queues stall — the memory becomes frustration. Staff choreography, queue design, preloading, and backups matter.
Monitor engagement (time spent, drop-offs), latency or sync errors (ms offsets), and recall or sentiment via post-experience surveys. Use these data to benchmark future activations.
An immersive, first-person experience converts passive audience into convinced advocates. In sectors (like automotive) where credibility is key, that kind of engagement delivers more than promotional slides ever could.
IIC Lab (Ink In Caps) played not just as a vendor, but as a co-strategist in this deployment. Your brand may have a vision; we bring the technical rigour, systems thinking, and experiential discipline to realize it.
Whether it’s immersive VR, AR, projection mapping, holography, or integrated brand experience centers, our approach blends creative ambition with engineering reliability. In this Brezza launch, we managed not only the creative narrative, but the hardware orchestration, the network infrastructure, the render pipeline, and the onsite operations, end-to-end.
For brand managers, experiential leads, innovation teams, and decision makers, our promise is simple: we don’t just execute activations — we build full ecosystems that scale, dazzle, and convert.
In closing, the Maruti Suzuki Brezza VR launch wasn’t about a gimmick. It was about elevating product storytelling, delivering shared memory, and putting the brand at the frontier of experiential engagement. If you’re assessing how to break beyond conventional launches, to create an immersive moment that stays with audiences, you don’t need buzzwords — you need technical discipline, creative patience, and a partner who delivers on both.
If you’d like to explore how your next product launch or brand activation could tap this level of immersive synchronization, I’d welcome a conversation. Let us help you translate your next vision into experience
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