Every year in August, the scenic and tranquil Punnamda Lake turns euphoric with the enormous bustle of the Nehru Trophy Boat Race. Natural upheavals postponed this annual celebration more than a month in 2024, but the event returned with no lack of vigour or drive on September 28 for a gripping show that kept everyone on the edge of their seats.

This captivating communal ritual dates back to 1952, when an impromptu race was conducted at the location upon the visit of Pandit Jawaharlal Nehru, and since then, the event has only witnessed increasing fanfare and enthusiasm. This year, a footfall of about 80,000 was anticipated, as audiences from around the country and abroad would turn up to cheer the participating village communities and bask in the divine natural symphony of Alappuzha, the Venice of the East.

The race was co-powered by Rummy Culture, an online gaming platform for Rummy enthusiasts that has amassed massive popularity in India. The company approached GoKapture to help make their promotional booth at the boat race a beacon of joy and celebration, wherein guests could capture amazing shots and leave with warmed hearts and branded t-shirts. The prime objectives of setting up a promotional photo booth in Kerala were:

• To lend greater visibility to Rummy Culture as a brand among even the most casual visitors.
• To entertain attendees in meaningful interaction with the brand.
• To build a solid social media presence amidst the occasion’s trends.

The challenge posed before our team was to create a branded photobooth experience that would tie up the cultural elements of Kerala and this traditional boat race to be made palatable for attendees from all age groups and diverse backgrounds. And thus, we set up a customized AI Photo Booth in Kerala that gave everyone a taste of the boating experience.

The AI Photobooth was designed to transform each booth user such that they would feel themselves participating in the race, clad in traditional South Indian clothing and surrounded by the picturesque backwaters of Alappuzha. Each of the pictures was duly branded with the Rummy Culture logo, as well as the 70th Nehru Boat Race label, and was duly framed with a playing cards-themed layout that embodied the brand.