Technologies that create coherent brand experiences and creative business solutions that transcend marketing platforms are all the rage these days. To accelerate innovative learning, Isobar India, the digital agency from Dentsu Aegis Network, is to launch Isobar NowLab, a new facility at its Mumbai unit at the end of this month.

The collaborative lab space will test and execute avant-garde ideas using artificial intelligence (AI), virtual reality (VR), the internet of things (IoT) and wearables. Anish Varghese, Group Creative Director, Isobar told BusinessLine : “Our facility is dedicated to exploring retail innovation. Over the last six months, we have been experimenting in the world of intangible commerce, pushing the envelope with new interfaces and products.”

NowLab is an Isobar Global initiative that acts as a nexus for research, development and innovation. By investing in emerging areas such as Augmented Reality (AR), VR and AI, the company is keen to be a lead player in the era of technology-fueled marketing disruption. Though contactless interactions once seemed futuristic, Varghese says it is now time to brace for new interactions “which can ease the relationships between brands and customers.”

Since marketers are increasingly looking for partners who can not only strategically advise them on concept, design, and execute a broader enterprise transformation strategy from end-to-end, the new division will provide not just digital transformation, but also bring forth capabilities in emerging technologies including VR, AR and AI.

NowLab has a global presence in the US, Shanghai, Singapore, Australia, Poland, among other countries.

With regard to India, certain sectors like tourism, automobile, airlines, hospitality, fashion and sports appear to be showing an interest in the facility. Dentsu Aegis Network’s presence in India comprises global network brands like Carat, iProspect, Isobar, Vizeum, MKTG, among others.

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