The Avatar and The Avengers are some of the films which used computer-generated images (CGI) and needless to say, these are movies which have had a mass fan following. And now taking a cue from films, even brands right including Adidas, Uniqlo, Samsung, Sephora, among others have begun to toy with CGI. “CGI is going to be a deluge of a trend for a while and will last till the consumer gets tired of the bizarre and wants the real and tactile once again. Till then the trend shall continue along with the storytelling,” Harish Bijoor, business and brand-strategy specialist and founder, Harish Bijoor Consults, told BrandWagon Online.
The global Computer-Generated Imagery (CGI) market size reached $3.18 billion in 2020 and is expected to register a revenue CAGR of 19.9%, during the forecast period, according to the latest analysis by Emergen Research, a market research firm.
Industry experts opine that while traditional narratives still play a significant role in terms of engaging the Indian consumer at a large, with CGI as a tool brands can add the extra ‘masala’. “The demand for it may have increased today, especially in smaller scale projects, like faux digital-out-of-home (DOOH) created for only online consumption. As it’s a quick-fix answer to large-scale production budgets and short project timelines. The other reason for its increasing demand is the markets leaning towards and need for tools such as Unreal Engine, which is CGI heavy,” Vikash Chemjong, CCO, Cheil India, explained.
Adani Wilmar’s Fortune Foods is one such recent campaign which seems to have used CGI with its very own flying roti. The campaign stated, in a very Bollywood style, “Ever imagined Rotis so soft and fluffy that they float? With Fortune’s Chakki Fresh Atta, you can!”. In the video, roti hot air balloons can be spotted flying around a bell tower. “CGI videos help reinforce brand USPs in a manner never experimented with before. It has captured the attention of marketers and consumers alike while it does help garner the attention of consumers, ultimately it is the product or service offering that matters,” Jignesh Shah, head – media and Fortune brand, Adani Wilmar, shared.
CGI and the art of storytelling!
It is believed that even as CGI has the power to expand the style of storytelling, it is the real story which captivates the mind of audiences. “It should be noted that CGI is not storytelling, it’s only a way for stories to come to life and for as long as we are crafting stories for humans with blood running through their veins, storytelling that taps into lived culture and experiences will continue to matter. It will only present a wider canvas to tell interesting stories,” Hayden Scott, creative head, Virtue India, noted.
Interestingly, just when it is put to use, there is already a fear of over-use. “The future of advertising is ever-evolving as we have seen trends come and go. By being agile with our execution, we can imbibe new trends and formats into existing frameworks,” Pranav Agarwal, co-founder, Sociowash, opined.
At the same time, one can expect many more usage of CGI, as brands take to online to provide an experience. “Consumers crave immersive online experiences that CGI can deliver and AI-powered tools are streamlining workflows, boosting quality and efficiency,” Mitesh Kothari, co-founder and chief creative officer, White Rivers Media, said.
While it is evident that the biggest advantage of CGI advertising is the ability to grab consumer attention in a cluttered content landscape, it should also be noted that if a CGI is done well, it has the potential to generate return-on-investment (RoI). “CGI leads to higher consumer awareness and engagement with brands, which means a great tool to top-funnel marketing objectives. It is not merely a trend but a tool which when used strategically can have a positive impact,” Shivam Rajan, marketing head, Asia Pacific, Motorola, explained.
For instance, at the time of launching its latest handset —- RazR Motorola in January 2024, it rolled out a CGI ad, wherein the mobile phone can be spotted flipping around the seashore bridge in Mumbai. According to Rajan, the company achieved 92 million views, 70 million reach along with 72% engagement rate.
For brand owners, high customer engagement is one metric which has led to investment in CGI ads. “The heightened brand recall which CGI ads have translates into increased customer engagement, loyalty and higher sales conversions. Additionally, the versatility of CGI allows for easy adaptation across various platforms and marketing channels, maximising reach and impact, thereby enhancing the overall return on investment,” Pooja Merani, COO, Wacoal India, said. In order to normalise communication around Breast Cancer, the brand took the CGI route and placed a larger-than-life bra against the backdrop of the Gateway of India and the Taj Hotel.