MUMBAI: In a bustling Delhi café, a group of friends are sharing stories of their favourite sneakers, but one conversation takes an unexpected turn when a QR code on a magazine cover transforms their discussion into an interactive experience.

Welcome to world of interactive marketing as defined by Campus Shoes, The company recently launched its first-ever mixed-reality print advertisement, inviting shoppers to step into a digital realm where their beloved sneakers come alive, showcasing the future of athleisure marketing.

As part of the Move Your Way campaign, sports and athleisure brand  Campus unveiled this innovative initiative, marking a leap in marketing technology. 

The ad launched in eight major cities—Delhi, Bangalore, Mumbai, Kolkata, Chennai, Hyderabad, Ahmedabad, and Pune—inviting readers to scan a QR code to unlock an immersive experience. Once scanned, the sneakers appeared on the screen, followed by brand ambassador Vicky Kaushal, who shared insights about his favourite pair of Campus shoes. This interactive moment culminated in a direct link to the Campus Shoes website, allowing consumers to browse and shop easily, transforming the journey from discovery to purchase.

Campus Activewear chief innovation officer Prerna Aggarwal said, “Our first-ever mixed reality print ad reflects Campus Shoes’ commitment to embracing technology to enhance consumer experiences. By integrating mixed reality with traditional print, we are creating immersive and meaningful interactions for consumers who are truly phygital, tech-driven, and looking to explore footwear that helps define their unique, authentic selves. It’s a step forward in connecting with our audience in innovative and impactful ways.”

With Campus putting its best foot forward, hopefully GenZ will too.