Britannia 50-50 Golmaal has introduced a campaign with former Indian cricketer and coach Ravi Shastri, using AI. It allows users to seek cricket-related advice from an AI version of the cricketer and receive personalised video responses.
The campaign has been executed in collaboration with Mindshare India. The responses retain the quirk of the brand that was seen in the TV campaign featuring Shastri aired earlier.
The link to ‘Chat with Coach Ravi’ is here.
The new Golmaal AI chatbot campaign also distinguishes itself through its unique capability to generate fully AI-powered text-to-video responses of Ravi Shastri for user queries, informed an official statement. This campaign is said to seamlessly combine ChatGPT4 with a Text-to-Video engine, creating a consumer-facing marketing campaign that provides AI-powered video responses from a celebrity for the first time.
The campaign team crafted and trained a digital avatar of Ravi Shastri, allowing it to create automated videos based on text input, complete with voice and facial expression modulation.
Amit Doshi, Chief Marketing Officer, Britannia, said, “Britannia’s commitment is to embrace new horizons and provide valuable experiences that resonate deeply with our audience. A mission that has been exemplified through our integration of AI across diverse campaigns, ensuring that consumers continue to enjoy innovative and unforgettable experiences. Bringing alive this vision of innovative user engagement, we are thrilled to launch Britannia 50-50 AI Chatbot. Britannia’s profound connection with cricket and its rich history is woven into the fabric of our brand. This campaign is a celebration of our enduring dedication to the sport that unites the nation. This endeavour made possible through our strategic partnership with Mindshare India and the pioneering integration of AI technology, marks a remarkable journey towards forging an entirely novel connection with our valued consumers.”
He added ‘The involvement of the legendary cricket icon, Ravi Shastri, in Britannia 50-50 Golmaal adds an exhilarating dimension to the campaign. Ravi Shastri’s digital avatar, powered by AI, allows us to seamlessly engage with our consumers, offering them insights and entertainment in a manner previously unexplored. We hope to continue exploring the transformative power of AI across all our campaigns.”
Amin Lakhani, Chief Executive Officer, Mindshare South Asia, said, “In a world where AI is playing an important role across the marketing funnel, this campaign is truly a differentiated way of enhancing consumer experiences to drive brand growth. What makes this really innovative, is the bringing together of technologies and partnerships to tell the Britannia story. The content expertise of Mindshare and the giant strengths of ChatGPT4 and ‘Text-to-Video Engine’ has made this campaign really enduring and not just a passing fad.”
Britannia has used AI in the past to create several campaigns.
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