About
To celebrate the release of the global spy series Citadel, ITC Sunfeast Dark Fantasy launched a 360-degree promotional campaign designed to immerse consumers in the world of espionage. By integrating QR technology on limited-edition cookie packs, we turned a physical purchase into a digital recruitment journey, allowing fans to “uncover their fantasy” and join Priyanka Chopra’s elite spy network.
A cohesive style system that strengthens brand trust through consistent colour, typography, and imagery. The result: an elegant, approachable interface that communicates reliability and elevates user perception.
Challenges
* Frictionless QR Entry Enabling instant access without app downloads. * Low Engagement Risk Avoiding static, form-heavy promotional experiences. * Narrative Immersion Making digital participation feel cinematic and personal. * Viral Asset Creation Designing shareable outputs that drive organic reach.
Frictionless QR Entry
Enabling instant access without app downloads.
Low Engagement Risk
Avoiding static, form-heavy promotional experiences.
Viral Asset Creation
Designing shareable outputs that drive organic reach.
Narrative Immersion
Making digital participation feel cinematic and personal.
Solutions
* QR-to-Microsite Bridge Built a lightweight, mobile-optimized entry experience. * Personalized Spy ID Generator Enabled custom visual identities through image processing. * Immersive Audio-Visual Layers Integrated spy calls and character-driven videos. * Gamified Lead Capture Embedded data collection within the narrative flow. * One-Tap Social Sharing Enabled instant cross-platform sharing of Spy IDs. * Scalable Backend Infrastructure Supported traffic spikes from national campaigns.
QR-to-Microsite Bridge
Built a lightweight, mobile-optimized entry experience.
Personalized Spy ID Generator
Enabled custom visual identities through image processing.
Immersive Audio-Visual Layers
Integrated spy calls and character-driven videos.
Gamified Lead Capture
Embedded data collection within the narrative flow.
One-Tap Social Sharing
Enabled instant cross-platform sharing of Spy IDs.
Scalable Backend Infrastructure
Supported traffic spikes from national campaigns.
Impact
* High-Intent Lead Capture Generated large volumes of qualified user data. * Organic Viral Reach User sharing amplified campaign visibility. * Experience-Led Brand Lift Elevated Dark Fantasy into an entertainment brand. * Retail-to-Digital Success Proven FMCG-to-OTT engagement blueprint.
High-Intent Lead Capture
Generated large volumes of qualified user data.
Organic Viral Reach
User sharing amplified campaign visibility.
Experience-Led Brand Lift
Elevated Dark Fantasy into an entertainment brand.
Retail-to-Digital Success
Proven FMCG-to-OTT engagement blueprint.
Strategic Insights & Design Philosophy
* Story Drives Data Narrative-first journeys outperform forms. * Zero Friction Wins Entry speed defines participation rates. * Personalization Fuels Sharing Users share when they are the hero. *
Zero Friction Wins
Entry speed defines participation rates.
