press release

October 13, 2020

Rupa Asks Thousands of Users to Walk to Inaugurate New Comfort Store with Innovative Mobile Ad

Bringing the virtual inaugural experience to users on mobile, the ad is creating a lasting impression with its impeccable storytelling

mCanvas, the experiential storytelling ad platform for small screens, has recently created an interactive mobile ad for Rupa to promote the reopening of its physical retail Comfort Stores in Bihar, Rajasthan and West Bengal after the lockdown. Using the gyroscope and accelerometer motion sensors, the ad is engaging users creatively.

Rupa, one of India’s oldest innerwear brands wanted to promote the reopening of their physical retail Comfort Stores with an inauguration-style announcement through their ‘Udghaatan’ campaign. It was thus important for mCanvas to establish a strong emotional connection between the reopening of the store and beginnings of a new normal. Bringing this experience to users on mobile, the ad is enabling them to be part of the virtual inauguration, which involves the ribbon-cutting ceremony and entry into the virtual store.

The rich-media mobile ad opens to a copy ‘Hamari Nayi Shuruat ke Udghaatan Mein Aapka Swaagat Hai!’, with a visual of a red carpet leading up to a Rupa storefront and a ribbon in front of it. Instructing users to swipe across the screen to cut the ribbon, the ad then prompts users to physically take a step forward to enter the store. Using advanced motion sensors, as the user walks, the doors swing open, revealing the message ‘Jab milkar karenge nayi shuruat, toh phirse ban jayegi baat!’, along with the campaign video. The CTA ‘Locate Store’ directs users to the Google Maps app on their phone and displays the nearest Rupa Comfort Store.


Reaching over sixty thousand users, the campaign is witnessing an impressive engagement rate of 1.5%, which is over 7 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds on average, engaging with the ad.

Riki Chakraborty, Heading Digital Marketing, Rupa and Company Ltd. said, “Our customers are at the epicentre of our business and it was paramount for us to promote the reopening of our store with an ad that would involve them. Bypassing the limitations that the lockdown has imposed on us, we are glad that the innovative ad created by mCanvas enabled our audience to be part of this momentous occasion, virtually.”

Mohit Chablani, Sales Head – South & East, mCanvas concluded, “Our focus has always been on empowering brands to establish strong emotional connections with their customers with memorable storytelling ads. Integrating our creative solutions and motion sensors, we were able to build a virtual experience that created a lasting impression and delivered good campaign results.”

About mCanvas:

mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 120+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more, visit: www.mCanvas.com