In Collaboration with Disney+Hotstar, we created India’s first Metaverse experience owing to the launch of Ajay Devgn’s OTT debut- Rudra, a psychological crime thriller based on the British series Luther.Although there was a sense of predictability for the hardcore Luther fans, heaps of details including character-building, environment-building, crime, and clues were modified to make it more relatable to the Indian audience. Since it was the year’s biggest release featuring Ajay Devgn, Hotstar wanted to make it lofty. The Metaverse experience was a high-profile initiative that garnered attention from industry leaders and top media outlets.The initiative was vividly appreciated by Karan Kundra and Raghav Juyal who experienced the VR-based Metaverse episode.
In early 2022, Metaverse was a fairly new concept that was yet to be explored by Brands, so we opted to make Rudra’s blockbuster entry in the verse. The experience involved high-profile Journalists and Industry’s leading name so we had to ensure inch-perfect execution.Rigorous research was done to understand the existing Metaverse architectures.After gaining deep insights from various metaverse case studies across the globe, we identified that a VR-based Metaverse experience would be the best route of solution. This was accompanied by making a micro-website for the web-based Metaverse experience, opening the doors to the World of Rudra for the audience at large.
Since Metaverse was in the infant stage, it lacked the required solid architecture and framework, so we had to custom-build everything.For patching the audio files we made use of our service, V-Conference, which provided high-fidelity audio. A large-scale infrastructure was made for console planning where console setups were done in multiple locations to streamline the user experience making it absolutely seamless. The real-time body movements were being handled on our servers, allowing the users to freely move and explore the verse.Our plan outline included leveraging VR to connect people from different locations with their avatars in Metaverse while ensuring high voice fidelity transfer and body movement resemblance in real-time to make it ultra-realistic in nature
Rudra in the Metaverse captured massive media attention and social media outreach. Journalists from CNN News 18, India Today, NDTV, MissMalini Entertainment, PinkVilla, A Good Creator Co. & Mad Over Marketing enthusiastically covered and appreciated the initiative.The experience also won various industry recognitions namely the FuTech Award for Best Use of AR/VR, Marketers’ Excellence Award for Best Use of VR, Foxglove Award for Best Online Promotion in both Regional and National categories, WOW Awards Asia for Innovation in Interactive Technology, and India DG+ Award for Media & Entertainment. Overall, the Rudra Metaverse experience was a groundbreaking initiative that showcased the potential of Metaverse in the world of entertainment. It provided an exciting and immersive experience for the audience, making it a must-see event for fans of the Rudra TV series.