HolograFX brings new advertising tech to India  ( June '18,2007, BS)

HolograFX Inc, a US-based digital media technology company, on Friday introduced to the Indian market an emerging advertising technology, 3D Holographic Advertising Systems, which projects full motion images that float in mid air.

The patent-protected technology, using franel optical lenses, can be operated in any indoor lighted venue.

The company has roped in Hyderabad-based advertising company Icatch Communications India Private Limited, as its exclusive distributor for India.

Addressing the media here, Eric A Brown, CEO of HolograFX Inc, said the company was also contemplating adding interactive smell and smoke technologies to the product.

“The product has brought in clients in the US like NASA, Kellogg’s, Pepsi, Fuji, 20th Century Fox, Adidas, Montblanc and Leo Burnett. We are currently in talks with retail major Wal-Mart and the product is now being tested for use at its outlets across the US,” he said.

The company does not sell the product but rents it out to the clients.

Stating that the company sees a huge market for its product in India, he said it would target the booming aviation sector in the country for deploying the same at airports, besides looking at tapping malls, kiosks, theatres and multiplexes.

“We have already made presentations to event management companies and corporates like PepsiCo in India. We are yet to close deals with them,” he added.