TUMBBAD AWARD CATEGORY Mobile Advertising Excellence in Augmented

TUMBBAD AWARD CATEGORY: Mobile Advertising Excellence in Augmented Reality/Virtual Reality Campaign

OBJECTIV E Engage with the audience in a way where we allow them to experience the world of Tumbbad and also create awareness for the movie release date.

IDEA Use FACEBOOK FILTERS to create a lasting impact on users, each filter with unique face detection & hand gesture recognition technique.

TARGETTING (Sample Targeting) TARGET AUDIENCE - Interest: Bollywood and Celebrity pages - OTT apps, thriller movies and horror movies - Age Group: 18 – 44 - Gender: Male and Female - Location based targeting.

FACEBOOK FILTER 1 PRE MOVIE RELEASE Once the user launches the filter, they would experience the world of Tumbbad, through an interactive journey and also get directed to the movie poster highlighting on the release date.

FACEBOOK FILTER 1: Pre Release Audiences launches filter, is immediately put in a dark room they will be able to hear the creepy voices and they will be cued to 'look for the lantern/light) User will have to make a 180 turn to see the light. When they see it they need to tap it. Then a gold coin falls from above and rolls away (user can follow the coin) and as soon as they tap the coin, a creepy hand loud sound will come in from the top of the screen and cover the camera turning everything black then we fade in the Tumbbad poster with launch date. Click to try the filter. / www. facebook. com/fbcameraeffects/tryit/773584122975554

FACEBOOK FILTER 2 POST RELEASE We developed a Facebook filter with unique face detection & hand gesture recognition technique. Again, taking user to experience Tumbbad through an interactive experience.

FACEBOOK FILTER 2: Post Release Once launched, the user will see the door that has the massive lock on it. The user is then asked to use their hand gesture to wave and break the lock open. This is done by the user putting their hand up to the selfie camera and waving down so as to hit the lock off the door. After the lock is broken off, the doors open the screen. goes cloudy, then dark with thunder lightening, followed by eerie music Soon, the user sees themselves emerge from the darkness but their face is covered in ash, the music gets louder and the title of the movie appears above them. Users can take a picture of themselves, or even record a Video of the whole experience and share it on their stories or even save it to their phone gallery for sharing on other Platforms.

PERFORMANCE STATS FILTER TYPE IMPRESSIONS SHARES Filter 1 10156 586 Filter 2 31068 3699 TOTAL 41224 4285

THANK YOU!