In Pakistan’s advertising landscape, campaigns often live and die on billboards and TV spots. But every once in a while, a brand refuses to be confined and dares to flip the script of what marketing can look like.
For EBM’s Rio, that breakthrough was a landmark Interactive Immersive Room, created in partnership with Oztech – a young startup that has rapidly become the country’s leading force in experiential marketing through its rebel approach.
What started as a 3-day activation in the country’s largest malls stretched into a 3-week spectacle, that’s a 7x extension, driven entirely by public demand. Families returned, and social feeds filled with videos of people laughing and engaging in ways no one had seen before in Pakistan.
For the industry, it’s a signal: when marketing transforms into an experience, audiences don’t just consume it – they demand it.
As Usman Siddiqui, CEO of Oztech, in an exclusive interview, put it:
“For EBM and Rio, it translated into core consumer memories that broke traditional barriers between brand and customer – made possible only through immersive technologies. For Oztech, it became the proof point that experiential marketing isn’t just a niche – it’s the future.”
RioLand: The Making
EBM’s Rio biscuits have long stood for fun, color, and youthfulness. But in a crowded snack market, traditional advertising could only go so far.
The challenge was clear: how do you turn Rio from a product on a shelf into an experience?
Oztech answered with an Immersive Interactive Room – a walk-in, multi-layered, tech-driven world of Obos.
Here’s how the experience unfolded:
- Sensor-Based Interactive Game – A digital, gesture-tracking hide-and-seek adventure where children chased their favorite Obos across giant LED walls.
- Pakistan’s First AR Photobooth – Positioned right outside the immersive room, it allowed Kids to capture photos with Obos and receive a printed version as a keepsake, making the experience all the more real.
- Immersive Animated Series – Showcasing Oztech’s expertise extended beyond technology into full-scale storytelling and content creation, a custom 3D animated story brought the brand’s fantasy world to life.
Oztech’s Journey: A Startup turned Market Leader
For many, Rio might have been their first encounter with Oztech. But for those following Pakistan’s advertising scene, this startup has long been at the forefront of redefining Digital Out-of-Home (DOOH), Retail, and Events with futuristic technologies rarely seen before in the market.
From holography to anamorphic illusions, projection mapping to sensor-based interactivity, AR to immersive environments – Oztech has built its reputation not on a single medium, but on mastering an entire spectrum of technologies and weaving them into storytelling.
Foodpanda – Pakistan’s First Hologram
Hologram for Foodpanda was one such breakthrough: a floating projection at Liberty Chowk, Lahore’s busiest district, that stopped traffic and signaled the arrival of a new era of OOH (out-of-home).
Anamorphic Display – Ajman, UAE
Soon after, Oztech carried its innovation beyond borders to Malaysia, and a grand glass-free 3D Anamorphic Display feat was showcased in Ajman, UAE, transforming premier hotel events into a showcase of innovation- a striking fusion of event marketing and immersive technology.
The Total Parco campaign pushed this even further, proving how multiple media formats can be orchestrated into a single cohesive story. Karachi lit up with 3D projection mapping, Islamabad witnessed a colossal 50 ft translucent hologram hovering 40 ft high, and Lahore saw a four-sided interconnected anamorphic cube – three distinct technologies, united under one creative storyboard.
Retail, too, was reimagined with Unilever Dove’s interactive holo fan. Shoppers didn’t just see a product – they interacted with it, “repairing” virtual strands of hair through simple hand gestures. It wasn’t just visibility; it was engagement, setting a new standard for how brands could live inside everyday spaces.
“Each campaign proved something vital: Pakistanis are not only open to tech-driven experiential campaigns – they’re eager for them. Campaigns that invite audiences to interact and immerse will always outlast traditional formats.” – Yawar Khan, CTO Oztech
The Journey Forward: Where Technology Crafts Magic
What sets Oztech apart isn’t just the technology – it’s the rebellious mindset. Inspired by The Wizard of Oz, Oztech’s strength lies in merging creativity with technology in ways that feel both wondrous and human.
Oztech’s vision is to be a catalyst in shaping the future of experiential marketing. This Startup is maturing fearlessly, defying expectations, and redefining how brands connect with consumers across Pakistan and beyond.
