Navarasa AR experience: 9 Emotions, 1 Epic Collage — Bringing Netflix’s Anthology to Life with Social AR
Netflix’s Navarasa is a one-of-a-kind anthology, weaving together nine unforgettable stories—each capturing a unique human emotion. To amplify its release, Netflix India, agency partner Creativeland Asia, and AliveNow, launched a powerful Instagram AR* experience that let fans become storytellers themselves. The interactive filter challenged users to capture and display their own versions of Navarasa’s nine […]
Netflix’s Navarasa is a one-of-a-kind anthology, weaving together nine unforgettable stories—each capturing a unique human emotion. To amplify its release, Netflix India, agency partner Creativeland Asia, and AliveNow, launched a powerful Instagram AR* experience that let fans become storytellers themselves.
The interactive filter challenged users to capture and display their own versions of Navarasa’s nine emotions—laughter, sorrow, anger, disgust, peace, fear, compassion, wonder, and love—in a stunning nine-photo collage. This visual storytelling mechanic turned every fan into a participant, with reels and stories shared across Instagram, building contagious buzz for the series premiere.
What the Netflix Navarasa AR Filter Is
- Emotion-Capturing Social Filter: Guides users through a sequence to express all nine emotions, snapping a selfie for each and assembling them as a collage.
- Personalized Digital Storytelling: Every collage becomes a creative reflection of the user’s personality—instantly sharable to stories, reels, or the main feed.
- Viral Challenge Format: Fans and influencers took part, propelling organic promotion as Navarasa trended among Indian and global audiences.
Brand & Agency Benefits
- Highly Shareable UGC: Turning emotional expression into content, this filter made every user a brand advocate and storyteller.
- Cultural Resonance: Leveraged Navarasa’s roots in Indian aesthetics, tying traditional themes to new digital behaviors.
- Amplified Awareness: Social sharing by fans and celebrities hit new highs, raising anticipation and buzz for the release.
- Seamless Engagement: No app install required—users joined the trend straight from social media.
Technology Behind the Experience
- Developed for smooth cross-device performance.
- Sequential selfie capture system, with smart collage assembly in-app.
- Creative prompt integration guiding users through each emotion—ensuring fun, clarity, and variety.
Why This Campaign Works
AliveNow’s Navarasa filter merged iconic storytelling with hands-on, emotional participation. Each shared collage wasn’t just a selfie grid, but a sign of fandom, creative expression, and affection for the series. When emotions go digital—and social—brands and viewers come closer together.
Conclusion: Make Content Interactive and Emotional
The Netflix Navarasa AR campaign proves that story-driven digital experiences fuel powerful engagement, especially when fans are invited to co-create and share. For entertainment launches and beyond, the key is letting consumers become part of the narrative.
*IMPORTANT – While this may be an Instagram AR experience, the same experience can be built or re-created for brands on Snapchat, TikTok or Web based AR. As Instagram AR does not support AR filters from brands any more, we can build this as a Snap AR lens, TikTok Branded Effect or Web AR experience.
About AliveNow
AliveNow is a global creative tech studio specializing in immersive AR, interactive social filters, and branded digital games for world-leading brands and agencies.Explore more at www.alivenow.in