Cadbury has created an AI-led initiative that lets users create customised birthday songs for their loved ones. A campaign promoting the same has gone live.
The initiative has been conceptualised with agency partners Ogilvy and Wavemaker, and technology partners Gan Studio and Uberduck.
View the case video here:
Scanning a code on the Cadbury Celebrations pack, one can create a customised birthday song by entering one’s personal details and that of the person the song is for. It allows one to choose the genre of music and generates lyrics on the basis of details entered. One can also choose to regenerate the lyrics if one is not satisfied with that the AI tool churns out.
The same exercise has also been made possible online on CadburyMyBirthdaySong.com. From the website, one can share the custom-created song with the recipient.
A statement explains that the initiative uses four types of generative AI tools to ‘personalise b’day songs’: AI generated lyrics, AI composed music, AI generated vocals and real-time generation of personalised songs. The microsite is a custom platform created by ADSMN Interactive, the statement added.
Nitin Saini, Vice President, Marketing, Mondelez India, said, “In every culture, every language, the lyrics and tune of the ‘Happy Birthday’ song have remained pretty much the same since it was first published over 120 years ago. But each person is special in their own way and the celebrations on their special day should reflect that. That is the core idea behind this campaign: making people feel more valued and cherished on their Birthday, which perfectly integrates with the brand’s proposition to make every occasion special. With #MyBirthdaySong, we are unlocking a whole new element of sharing and caring by giving a personal twist to a long-standing tradition. With this campaign, we aim to be at the heart of the tender and loving moments that people share with their friends and family. We are confident that our consumers will take to this novel way of elevating birthday celebrations and surprise those near and dear to them with a special song for their special day!”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “At Mondelez and Ogilvy, we’ve always created experiences that delight our customers when exceptionally strong human insights collide with breakthrough technologies in the most unexpected ways. With Cadbury Celebrations, we saw an opportunity to make birthday gifting and celebrations more personalised and delightful. For a planet that’s home to over 8+ billion people, each unique in their own way, isn’t it just amazing that we have the same one birthday jingle celebrating them all?
Nayak, added, “Building further on our generosity platform, we wanted to make Birthday gifting special, thoughtful and generous. We built a platform by engineering a transformative AI and machine-learning aided technology that will help people create their own unique personalised ‘Happy Birthday’ songs for their loved ones in real time. That’s maybe 8+ billion birthday songs, for a planet of 8+ billion people. We believe this delightful AI-enabled human idea will enable everyone to express how much their loved ones mean to them by making them feel truly special on their birthdays.”
Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India, added, “Birthdays are the biggest gifting occasions however, they are year-round, one to one and very personal. While Cadbury Celebrations is one of the most preferred gifts during festive occasions, approach for birthdays had to be different. We anchored our solution to create a ‘thoughtful gifting experience’. With the help of tech and data, we focused on creating a seamless and exclusive gift that every giver and the recipient is proud of sharing.”
The statement breaks down the process: The song, including the vocals, is created by a generative AI solution created by Ogilvy Creative Tech and Innovation Team in partnership with GanAI and Uberduck Inc. Basis the answers shared by the user and the choices made, Uberduck’s Generative AI engine creates unique lyrics which are then sung by custom created vocal models by GanAI on the fly, and then mixed and mastered with AI generated music by Uberduck’s proprietary AI remix technology for rap output. The end result is a unique #MyBirthdaySong.
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