Seagram’s Imperial Blue packaged drinking water has partnered with Wavemaker India and COLORS to launch an AI technology-driven personalized New Year’s greeting campaign featuring Karan Kundrra, Nishant Bhat, and Pratik Sehajpal from COLORS.
This marks the first time a brand in this category has used AI technology for such an innovative campaign. The campaign will include the voices of celebrities from the brand’s previous co-created campaigns. The campaign represents a category first innovation, with the use of multi-talent and multiple syllable voice video synthesis.
Commenting on the same, Ishwindar Singh, General Manager – Marketing, Pernod Ricard India, said, “It’s great to partner with COLORS with this AI enabled, clutter breaking innovation – This unique partnership will enable our audience to surprise their loved ones with personalized light- hearted new year message featuring their favorite TV stars. With COLORS we are happy to create a unique moment of convivialite between Seagram’s Imperial Blue packaged drinking water, our consumers, their family, friends and loved ones and for the first time – their favorite stars. Spreading cheer during the new year aligns strongly with the brand’s core philosophy of inspiring its patrons to embrace life with a smile.”
Commenting on the campaign, Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “It’s a one-of-a-kind, breakthrough campaign where we are experimenting with newer ways to integrate technology in brand stories. This creates a high impact, immersive experience for consumers. We are proud of this innovation and grateful to our partners for trusting our vision.”
This AI activity will encourage the viewers to go to a Microsite, select their favourite artist they would want wishes from, enter the names and the video will be created with personal wishes from their favourite celebrities and the videos will be downloadable and sharable on WhatsApp and social media sites like Facebook.
