The bigbrands love this model and see location-based check-ins and gaming as a way to extend a brand from your screen to wherever you happen to be in real life.
And while so much of Indian creative is tailor-made for the Indian market and almost nowhere else, what inspires me is that much of this is inventive work for big, global brands.
Whether or not that strategy worked and retailers are getting some support from brands, this holiday season will see big retailers fighting back against showrooming.