Mankind Pharma launched an AI-powered marketing campaign for its pregnancy detection brand Prega News featuring actor Anushka Sharma.
The campaign targets pharmacies and retail partners who significantly contribute to boosting the visibility and sales of pregnancy detection kits among consumers, informed a company statement. Leveraging AI, Mankind Pharma endeavors to create a personalised connection with lakhs of pharma outlets across the country, it added.
An AI-driven digital avatar of Anushka Sharma is seen exclusively endorsing individual pharmacies, with each outlet receiving a personalised advertisement via WhatsApp with their shop’s name spelt out by Sharma.
The campaign uses the modus adopted by Mondelez for its festive campaigns over the last few years featuring Shah Rukh Khan, using AI to create custom ads to promote individual retailers.
Mankind Pharma also created localised YouTube video ads for pharmacies by using their PIN code to ensure that customers are directed to the nearest shop to purchase Prega News.
Joy Chatterjee, Associate Vice President, Sales & Marketing, Mankind Consumer Healthcare Division, said, “We are immensely proud of the success of our landmark AI campaign for Prega News. This innovative initiative has not only strengthened our bond with our valued retail partners but has also enabled us to touch the lives of countless consumers across the nation. At Mankind Pharma, we remain committed to leveraging cutting-edge technology to drive positive change in the healthcare industry and empower our customers with trusted solutions.”
The AI-driven campaign engages pharmacies and extends their reach to their customers, friends, and family through social sharing. By encouraging pharmacies to share personalised ads, the campaign expands its reach, resulting in significant brand awareness, the company statement added.
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