Two briefs arrived at IIC Lab within months of each other. One came from one of India's largest media conglomerates, with a national summit as the stage and PM Modi expected in attendance. The other came from a global e-commerce company with a 14-day deadline and a logistics service to explain through play.
Both were solved with the same fundamental approach: creative technology in experiential marketing that puts the visitor's experience before the brand's message — and trusts that the message will land harder because of it.
The contrast between these two projects says something useful about the range of contexts where this approach works.
Scale: What WAVES 2025 Required
For the WAVES 2025 summit at Jio World Convention Centre — launched by the Prime Minister, attended by delegates from 90+ nations — IIC Lab designed five immersive experience zones for Jio Star across two pavilions.
The mandate was to represent India's cultural and media legacy while simultaneously communicating Jio Star's commercial scale and forward vision.
The technology deployed:
- Anamorphic curved LED wall (Pro Kabaddi League's 10-year journey)
- Holobox with Amitabh Bachchan (Ram Katha narration, 1.5 lakh calibrated lights)
- Gesture-based interactive table (Star Sports history via Leap Motion)
- Kinetic LED wall (independently animated tiles for Jio Star's brand narrative)
- C-shaped LED screen (Mahashivratri visual experience)
Each installation was designed for a different type of emotional engagement — wonder, reverence, discovery, scale, immersion. Together, they created a full-spectrum experience that held visitors for an average of 12+ minutes and earned the attention of India's most prominent public figures.
Speed: What Amazon Sambhav Required
Same agency, same month. A completely different kind of challenge.
Amazon needed a working, polished, hardware-integrated interactive experience built from scratch in 14 to 16 days. Three distinct gameplay mechanics. Custom joystick integration. QR-based onboarding. A live prize fulfilment system connected to Amazon's backend.
The creative technology in experiential marketing approach here wasn't about awe or scale. It was about clarity, speed, and emotional accessibility.
An arcade game is not an obvious vehicle for a logistics brand message. But think about what it does:
- It removes the pressure of having to "pay attention"
- It creates a physical, embodied experience of the service (steering a truck, flying a parcel, navigating a maze)
- It generates a genuine emotional response (competition, delight, surprise)
- It ends with a tangible reward that travels home with the visitor
The result: 200 to 250 complete plays, minimal dropout, and participants who described feeling like children again. That emotional residue is what makes the Amazon Shipping service memorable six months later when those visitors are making procurement decisions.
The Common Thread
Two very different briefs. Two very different technology stacks. One consistent principle.
Design the experience around what the visitor needs to feel, not what the brand needs to say.
At WAVES 2025, the visitor needed to feel the weight and warmth of Indian culture meeting contemporary technology. At Sambhav 2025, the visitor needed to feel the simplicity and reliability of Amazon's logistics chain — without sitting through a presentation.
Creative technology in experiential marketing, when it's working at its best, is just this: the art of choosing the right form for a specific emotional and informational outcome, then engineering it to a standard of quality that makes the experience feel inevitable rather than constructed.
What Comes Next
The brands that invested in experiential technology five years ago are now operating with data, relationships, and creative capabilities that their competitors are only beginning to understand.
The next generation of this work will be more personalised, more data-connected, and more adaptive in real time. The platforms and interaction models being built now — NFC triggers, gesture interfaces, kinetic display systems, gamified digital journeys — are the foundation for experiences that will be substantially more sophisticated by 2027.
Explore the creative technology stacks that are powering the next generation of experiential marketing agencies to understand what's being built right now.
IIC Lab is a full-service MarTech and immersive technology agency based in Mumbai. They've worked with Jio, Amazon, Maruti Suzuki, Godrej, BMW, Google, Netflix, and dozens of India's most recognised brands.
If you have a brief — large-scale or tight-deadline, cultural or commercial — start a conversation with IIC. The team that built Waves 2025 and Amazon Sambhav in the same season is ready for your next challenge.
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