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The future of immersive advertising: How AR & VR are transforming consumer experiences: Vinit Karnik

Kalpana Ravi by Kalpana Ravi
February 12, 2025
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The future of immersive advertising: How AR & VR are transforming consumer experiences: Vinit Karnik
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From e-commerce to live entertainment, technology is redefining engagement.

Mumbai: Traditional advertising primarily engages the visual and auditory senses, missing out on elements like touch, motion, and spatial awareness—the sense of knowing one’s position in physical space. However, Augmented Reality (AR) and Virtual Reality (VR) bridge this gap by offering multi-sensory experiences, incorporating haptic feedback, 3D spatial audio, and interactive visuals.

Despite their potential, Vinit Karnik, Managing Director, Content, Entertainment, and Sports at GroupM, highlights key challenges in AR and VR adoption. “The first challenge is the speed of processing and low latency. The second is the affordability of AR and VR technologies,” he noted.

Karnik remains optimistic about the future of immersive content consumption. He stated, “With the shift from 4G to 5G, we are entering an exciting era where AR and VR will revolutionize how people engage with content. India already has nearly 750 million smartphone users, making this the perfect time for experiential content to thrive.”

E-commerce is already seeing this transformation, with AI-powered try-ons significantly enhancing the online shopping experience. “AI try-ons now drive 65% of engagement on e-commerce platforms, allowing users to visualize how products like clothes or accessories will look on them before purchasing,” Karnik revealed.

Brands like Asian Paints are pioneering mixed reality experiences, allowing users to visualize their living spaces in different colours and designs before making a purchase. Karnik praised this innovation, stating, “Asian Paints is redefining how technology enhances customer decision-making through immersive experiences.”

On cost, Karnik highlighted the increasing accessibility of AR and VR devices, with some available for under ₹5000. “By 2025, nearly 450 million people are expected to use AR and VR devices for immersive shopping experiences,” he projected.

The impact of AR and VR extends beyond shopping into sports and live entertainment. “Over the past few years, we’ve seen how technology enhances sports engagement. By 2025, the live entertainment sector will fully embrace AR and VR, with Indian and international artists creating immersive experiences for audiences,” Karnik predicted.

With advancements in connectivity, affordability, and content innovation, AR and VR are set to reshape advertising, shopping, and entertainment, making experiences more interactive, engaging, and personalized.

Kalpana Ravi

Kalpana Ravi

Since 2017, I transitioned into journalism, contributing to A&M platform, starting with TVNews4U where I focused on broadcast industry insights and engaged with major players. In 2019, I broadened my scope at Adgully.com, writing extensively on brands and marketing, and overseeing key industry events. From 2019 onward, I've served as Bureau Chief at Medianews4u.com, and currently, as Associate Editor at Indiantelevision.com since 2022. My professional journey spans approximately 25 years across pre-production, production, direction, management, broadcast, and live events. I've worked seamlessly across advertising film-making, documentaries, feature films, and television. Noteworthy collaborations include projects with Prahlad Kakkar, Sumantrao Ghosal, and Ram Madhvani in ad films, and significant roles at BR Films, Ravi Deshpande Pictures, and PLA Productions. Early in my career, I assisted BP Singh on Sony Television's Aahat, directed interviews and documentaries at Pritish Nandy Communications, and managed ground events like Star's Govinda No. 1. At Zee TV, as DGM-Productions and Promos, I conceptualized and executed promos for weekly soaps and special events, ensuring timely delivery without compromising on quality. One of my proudest achievements was at Sahara One, where I led the live telecast of a cricket match across SaharaONE Television and four partner channels to aid victims of the 2004 Indian Ocean tsunami. Additionally, I pioneered India’s first live and interactive game show, Dial ONE aur Jeeto, implementing a flawless transmission system. My extensive experience in script sourcing, casting, location scouting, set design, editing, dubbing, and packaging underscores my comprehensive skill set. Through dedication and hands-on learning, I've honed my capabilities to excel in every aspect of media production and journalism.

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