Maruti Suzuki, Communique Marketing
Microsite Application
The Bharat Mobility Global Expo 2025 is a major event that attracted nearly a million attendees this year, further establishing India's role as a leader in the global automotive industry.
Maruti Suzuki, which holds 40% of the Indian market share, chose this platform to unveil their sustainable electric SUV, the E-Vitara.
They showcased their grandeur by showcasing new technologies and innovative designs.
This gap in insights led to a new tech improvisation for the 2025 Expo.
Our past tech innovations for Maruti Suzuki’s flagship events created excitement and were quite significant, but didn't have a measurable effect.
Robotic arms, VR drive sims, and amphitheaters generated buzz at launches like Brezza and ADAS V2X.
However, they lacked one thing: analytics; these formats didn't track how users engaged or retained information
A New Format, Decentralization
Thirteen distinct zones replaced the earlier single-booth setup, making navigation more complex. Old systems like loudspeakers and music are no longer suited to the need for storytelling tailored to each zone. Decentralized communication became essential for improving flow and engagement to tackle the ambient noise from the busy environment.
The Seamless 5G Network
Device compatibility has greatly increased over the past 2-3 years, creating new digital touchpoints. 5G's bandwidth enabled seamless content synchronization across multiple user devices. Traditional audio systems were replaced by direct-to-device communication.
Gamified User Interface
An interactive microsite with a 3D gamified map guided users through each zone. A robust backend server software for real-time synchronization that aids in an uninterrupted user journey. Visitors explored at their own pace, scanning QR codes at each zone, without needing to crowd or follow a set path.
Personalized Engagement, Smarter Insights
Minimal noise and deeper focus allowed for clear and comfortable content consumption. Valuable analytics collected per zone helped identify engagement levels and dwell times. This set a new standard for large-scale interactive tech deployment in public spaces.
An interactive microsite featuring a 3D gamified map, guiding visitors through 13 zones, was the foundation of the user experience.
The map showcased visual progress with "unlocked" features for completion.
A gamified rewards system for engagement, which offered digital goodies for completing six zones and signed merchandise by Kartik Aaryan for all zones.
We replaced traditional loudspeakers with 13 zone-specific screens, displaying muted E-Vitara videos and allowing visitors to scan QR codes for audio playback.
This significantly enhanced user experience, personalization, and content retention, and let users explore the content at their own pace.
The technical structure was designed on Unity for high performance and reliability, which also powered the back-end system for real-time audio and video synchronization.
A dedicated back-end socket server was built on AWS Cloud, ensuring device-agnostic accessibility across networks and bandwidths (2G,3G,4G, and 5G).
This ensured that 50,000+ users can get smooth experiences without Wi-Fi, protect user data, and maintain consistent performance even during peak times.
Actionable Data and Insights
The technical framework produced detailed daily reports for Maruti Suzuki on scan activity per zone.
These reports provided useful information about visitor flow, engagement patterns, and zone popularity.
It also provided valuable insights about which E-Vitara features connected most with Maruti’s audience. This solid infrastructure also allowed for real-time operational insights.
The project successfully drove high visitor engagement and retention. 50000+ visitors could experience a smooth user journey by using the application at the same time.
Detailed visitor data per scan and zone enhanced Maruti Suzuki's E-Vitara sales and marketing strategies. This boosted their brand image as modern and customer-focused, demonstrating their capability to manage large crowds and elevate major event experiences.
The innovative solution transformed the Maruti Suzuki Pavilion experience, moving beyond static displays to create an unforgettable E-Vitara launch journey. Positive feedback confirmed a redefined brand connection for large expo audiences.
Zone 1 (E-Vitara's first look) and Zone 3 (charging stations, eco solutions, Service On Wheels) saw the highest visitor interactions.
1.4 million QR scans
Providing undeniable proof of visitor interest. "The data from IIC platform was unambiguous. We saw a 40% higher dwell time around our 'Eco-Solutions' zone," stated the Head of Digital Marketing for Maruti Suzuki.
52% Active Engagement
Over 286,000 unique visitors (52% of all pavilion attendees) scanned more than one QR code, actively participating in the journey. This rate is more than double the 20-25% industry benchmark for event engagement.
40% Brand Perception Boost
The innovative, frictionless tech experience fuelled a 40% increase in positive social media sentiment compared to previous expos, positioning Maruti Suzuki as a modern, customer-focused leader.
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