Star Sports redefines live sports broadcast with AR-powered launch for Maruti Suzuki Swift

For the first time ever on live sports broadcast in India, Star Sports launched a car powered by augmented reality (AR) by deploying real-time camera tracking with a moving studio camera. The all-new Maruti Suzuki Swift was launched in the Cricket Live studio during the most epic India vs Pakistan encounter on Sunday, powered by the game-changing tech innovation. By integrating a life size model of the car as augmented reality, the technology enabled a dramatic showcase, with the car driving into the studio. The innovation was accompanied by the ‘Swift Debate’ hosted by cricket experts on the biggest live show on television – Cricket Live, giving viewers an immersive exhibition of the all-new Swift.

The integration delivered a seamless viewing experience turning the Star Sports studio into a virtual showroom, giving stunning angles of the new car to millions of captive viewers. While brands typically showcase products through ad commercials or on-ground placement, augmented reality powered by Star Sports enabled Maruti Suzuki to take the car inside the studio and integrate it flawlessly into cricketing conversations that viewers are deeply engaged into. The innovation will play out on Cricket Live across all India matches, giving Maruti Suzuki unprecedented scale on television during the biggest T20 extravaganza.

Star Sports continues to be a flagbearer of broadcast innovation, having delivered disruptive experiences to viewers and brands alike. The Airtel 5G Ultimate Fan activation that was powered by Star Sports during IPL 2023 recently won the Grand Prix and the Gold Award at ABBYS last week. The industry-first technology enabled a unique interaction between virtual avatars of actual cricket fans developed by Star Sports and legends of the game, in the Star Sports studio during the ‘Cricket Live’ show. With ‘Swift Debate’, Star Sports has further pushed the boundaries of technological innovation in India, showcasing the limitless power of television.  

Stay tuned for the game-changing innovation on Star Sports today during the clash between host USA and India.