Mumbai: Sony Pictures Television India and Dentsu’s Isobar have launched a campaign to give the audience an experience of the multiverse, a physics theory that is barely known to the layman.

Through this campaign, the duo has created a multiverse on mobile devices to bring the essence of the movie "Spider-Man: No Way Home" to the fans before they buy or rent the movie on the BookMyShow stream. For the record, the multiverse was a key part of "Spider-Man: No Way Home" for Sony Pictures Television India.

Isobar India has developed a website titled, Tap Into The Multiverse, where a single URL - tapintothemultiverse.com can be opened on different browsers to get an experience of different villain universes each time. The website is created to showcase the two universes belonging to the three villains - Doc Ock, Electro and Green Goblin.

One villain can be accessed with each unique browser visit, while the URL remains the same. The fans are further tested on their villain IQ with interactive questions for a more immersive experience. After this unique experience, the fans are given the option to purchase "Spider-Man: No Way Home" on BookMyShow stream and enjoy extra footage that has never been seen before.

Talking about the collaboration, Sony Pictures Television South Asia VP, sales and international distribution Sonika Bhasin said, "For a movie like this, the experience of the multiverse just leaves you wanting more. It's a prelude to an experience that’s completed by streaming "Spider-Man: No Way Home" on BookMyShow stream. People want to not just watch, but also engage with the brand and experience it."

Isobar India Group chief executive officer Heeru Dingra said, "It is just not enough to give the audience a taste of a film like this through a trailer. A unique experience is what Spidey fans deserve, and it's what they got with Tap Into The Multiverse.”

Isobar India and Taproot chief creative officer Aalap Desai commented, "An iconic franchise like Spider-Man calls for an iconic idea to promote it. A simple question we asked ourselves was, why wait for the movie to get an experience of your friendly neighbourhood Spider-Man? Why not give fans an experience even before they stream it at home? That's what we did with Tap Into The Multiverse.”