The idea behind the initiative was to maximize consumer interaction and create a scary and spooky experience, since the show revolves around true paranormal incidents in India. To create the desired effect, huge LED screens were put up in an enclosed dark unit which reflected as mirrors. Those who entered the setup could only see their reflections on the screens. A visual apparition would then appear out of nowhere, taking the audience by surprise.
The challenge faced by Xenium Technologies was crafting the story board, one which would evoke the emotion of fear through its paranormal nature. Commenting on the activity, N.MD Parveez, Director, Xenium Technologies said: "Xenium introduced cutting edge augmented reality technology to promote Zee Fear Files. This campaign takes augmented reality application to the next level by stunning the person and making him immersed with scary ghosts on a huge screen. With horrifying sounds playing, chills are sent down the visitor's spine. Making the person disappear from camera live feed is the latest innovation Xenium has introduced in this campaign. The technology captures the emotion of fear, making one feel part of the show. The experience makes the consumer leave the scene with fear lingering in his mind, induced by the campaign."
The mandate given to Xenium Technologies was to evoke a thrill and fear of the unknown at the same time. Zee TV wanted to build a distinct promotional campaign to create a thrill and buzz around its new horror show, Fear Files, which premiered on June 30.
Soham Sarcar, Co-founder of TransHuman Collective, handled the video making process where the shooting and editing requisites were fulfilled by him. Speaking about his contribution for the activation, Soham said: "We wanted the film to look like a horror movie. The main challenge was to create a story out of a live event. The actions and expressions were not controlled. The film creates a mystery at first and then reveals the activity. As we are storytellers in different mediums we had a lot of fun making this film."