Google wanted to take on the giants and launch the Chrome browser in Asia. To bring to life the idea that "Chrome is not your traditional browser", we decided to show Chrome's capabilities through a traditional story that resonates with Asians: the epic tale of Ramayana. We retold the popular epic talk through an interactive Chrome Experiment, integrating Chrome features and Google services like Chat, Products, Weather and Maps. The experience incorporated WebGL and HTML5 to show that Chrome is capable of not just speed "_ but also security and stability.

Launch the campaign
Published
May 2013
Topics

The Story

Google wanted to take on the giants and launch the Chrome browser in Asia. To bring to life the idea that "Chrome is not your traditional browser", we decided to show Chrome's capabilities through a traditional story that resonates with Asians: the epic tale of Ramayana. We retold the popular epic talk through an interactive Chrome Experiment, integrating Chrome features and Google services like Chat, Products, Weather and Maps. The experience incorporated WebGL and HTML5 to show that Chrome is capable of not just speed "_ but also security and stability.

The creative idea we developed was based on two objectives. To SHOW instead of TELL people that Chrome is better than your traditional browser. And to tell stories THROUGH technology not ABOUT technology, in such a way that people feel an emotional connection to Chrome capabilities. The Ramayana Chrome Experiment fulfills both criteria. The familiarity and popularity of Ramayana tugs at the heartstrings of our audience and piques people's curiosity of what we've done to retell the story with technology.

The Technology

The Results

When we revealed the interactive story to Asia, the crowd went wild. Opening with about 170,000 visits in the first two weeks and various mentions from local blogs and news articles. The experience went on to make waves in the rest of the world, even picking up a FWA Site of the Month ribbon along the way, making Chrome a legend.

1.8M

plays on Vimeo

12.4K

likes

67431

tweets just 10 days after launch

Launch Date 9 April 2013