Mumbai (Maharashtra), [India], June 13, 2024: Metavian Technologies Pvt. Ltd. is making waves in the world of augmented reality (AR) with its pioneering work on the “Golam” AR experience. This novel application, which was created entirely in-house, is a historical move in Malayalam cinema: the first interactive AR marketing campaign for a movie.
Metavian’s successful growth stems from the vision of its CEO, Mr. Anupam Saikia. With over 25 years of experience in media and technology, Saikia is passionate about exploring the potential of immersive technologies and bringing them to the current market.
Unlike many international AR applications that rely on pre-built templates, the “Golam” AR experience is a one-of-a-kind achievement. Conceptualised and developed entirely by the Metavian team, it offers viewers an immersive experience that deepens their engagement with the film’s plot. Users can access this effortless experience through a provided link or by scanning a QR code with their smartphones or tablets, unlocking exclusive and interactive content. This grants them access to exclusive, interactive content, which is available on both Android and iOS platforms.
Developing this interactive AR experience was not without its challenges. The team had to navigate the task of tailoring the experience for a broad audience while remaining true to the film’s plot, a major challenge in itself. However, Metavian’s team demonstrated their ability to overcome these challenges. During the recent Lok Sabha election campaign, they successfully conducted a POC AR project with Indian Prime Minister Narendra Modi, showcasing their problem-solving skills and resilience.
The “Golam” AR experience represents a major technical accomplishment. The complexity stemmed from needing to recreate the film’s protagonist, whose appearance had changed since filming. Metavian effectively used AI technology to accurately clone both the actor’s voice and avatar, ensuring an effortless experience for viewers. This invention complements Metavian’s recently launched AR Campaign Pro (ARC Pro) software, which is intended for professional and identity-based marketing campaigns.
The “Golam” AR experience marks ARC Pro’s debut in the South Indian film industry. Produced by Anne Sajeev and PK Sajeev, “Golam” is a suspenseful thriller about a daytime murder. Released on June 7, 2024, the film’s AR application revolutionised film marketing by offering an immersive experience that enhanced the audience’s understanding of the plot.
Metavian Technologies stands at the forefront of spatial computing, driving the development of applications that allow users to interact with the virtual world. Its commitment to pushing boundaries and developing innovative solutions positions it as a leader in the AR/VR/XR industry. As global demand for spatial computing solutions continues to grow, Metavian is well-positioned to capitalise on this trend and shape the future of interactive experiences.
