Mumbai: Vadilal, one of India’s most beloved ice cream brands, has introduced an AI-powered ‘Dialogue Challenge’ as part of its ongoing ‘Zara Muskuraiye, Vadilal Khaiye’ campaign, conceptualized and executed by 82.5 Communications. The initiative invites consumers to step into the role of dialogue writers, creating personalized ad film videos using AI, making them active participants rather than mere viewers.
Highlighting the campaign’s creative approach, Anuraag Khandelwal, CCO, 82.5 Communications, said, “A film isn’t enough anymore. A one-off activation isn’t enough either. Work has to have scale, relevance, and a reason for people to give a damn. Culture has shifted, people don’t sit back and watch, they step in and take part. I believe that the best campaigns in the world now aren’t just stories, they’re playgrounds. And technology isn’t just an add-on, it’s the co-author. With Vadilal, we used AI not to impress, but to hand the story over. To let people live it, not just see it. That’s where brands win. That’s the future.”
Adding to this, Naveen Raman, Executive Vice President & Head, South, 82.5 Communications, said, “AI is revolutionizing creativity and storytelling by moving beyond automation to become a powerful co-creative partner. It’s enabling brands to craft narratives that are not just engaging, but deeply personalized and resonant with individual consumers. Through this campaign, our intention has been to empower the audience to tell stories that feel intimately crafted for themselves, fostering deeper connections and driving more meaningful engagement in an increasingly crowded digital landscape.”
The campaign is being amplified across digital, social media, and influencer platforms. Fans can participate by scanning the QR code or messaging ‘Hi’ on WhatsApp at 9226 3242 99, drop their lines, and watch their words come alive in a personalized ad video.
Commenting on the initiative, Niraj Presswala, General Manager – Marketing & Branding, said, “This campaign marks a significant step forward in personalized brand engagement, demonstrating Vadilal’s dedication to innovation and its audience-first approach. The AI-Powered Dialogue Challenge is a testament to this commitment, allowing our audience to infuse their touch into our brand narrative. We’re thrilled to see the creativity emerging from this unique collaboration.”
Credits For Social
Client: Vadilal Enterprises Ltd.
Devanshu Gandhi
Aakanksha Gandhi
Niraj Presswala
Purve Relwani
Shishir Shah
Rishi Purohit
Rakhi Bhavsar
Agency: 82.5 Communications
CEO – Kiran Ramamurthy
CCO – Anuraag Khandelwal
CSO – Rohitash Srivastava
Creative:
Vihar Patkar
Apparao Hare
Mansi Choksi
Rajesh Girkar
Account Management:
Naveen Raman, EVP
Ritwik Roy Chowdhury
Hatim Godiwala
Traya Roy Chowdhury
Account Planning:
Abhilasha Mathur
Kashvi Juneja
Ogilvy Creative Tech:
Rajneesh Bolia, National Head
Vaishali Mange
Manisha Kumari
Dishant Malik
Credits For Print
Team 82.5 Communication
Team Vadilal
