Mumbai, 11th October: Dabur Chyawanprash has embarked on a pioneering marketing journey with the launch of its first regional AI-led campaign for Durga Puja, titled ‘Pujo with Dada’. The campaign features iconic cricketer and brand ambassador Sourav Ganguly, and aims to merge the realms of innovative technology and traditional festival celebratory gestures.
Conceptualised and executed by BTDT Media in partnership with Bangalore-based content marketing consultant Garima Goel, the campaign was crafted to resonate profoundly with the Bengali community, particularly during the festive period of Durga Puja. This innovative digital venture seeks to infuse the act of festival well-wishing with an interactive touch, engaging families in a unique way.
Central to the campaign is the charming concept of having Sourav Ganguly, fondly referred to as “Dada”, deliver personalised Puja messages. This not only strengthens community bonds but also rejuvenates the traditional exchange of greetings through a digital lens. As Amit Garg, Marketing Head of Health Supplements at Dabur India Ltd, explains, “We believe that #PujoWithDada has not only brought happiness to West Bengal but has also redefined how brands engage during festive seasons. By integrating AI, we’ve elevated the Puja experience, making it more special for people.”
The campaign utilises a bespoke microsite, www.PujoWithDada.com, to facilitate this novel interaction. Visitors to the site can input their name, the recipient's name, and their phone number to receive an AI-generated video message. The AI, meticulously trained on Sourav Ganguly’s voice and mannerisms using extensive footage, delivers a custom Puja greeting directly to the recipient, making the experience feel personal and heartfelt. This video message can then be easily shared via popular messaging platforms such as WhatsApp.
Garima Goel highlighted the advantages of this approach, stating, “By leveraging the power of AI technology, we are able to bring large-scale personalisation to life, enhancing the experience without overshadowing the tradition of Puja wishes.”
The development process, which took a swift 15 days, underscored BTDT Media’s capability to produce high-quality content under tight deadlines. Arjun Kapadia, Founder & CEO of BTDT Media, reflected on the meticulous attention required for training the AI: “For AI to effectively replicate Dada’s voice and gestures, we captured extensive footage and trained the model meticulously. The outcome was a seamless experience, allowing users to feel as if they were receiving a genuine message from Sourav Ganguly himself.”
User feedback has been overwhelmingly positive, with many appreciating the warmth and authenticity of the messages. The campaign not only facilitates a deep connection between the brand and its audience but also enhances the rich cultural tapestry of the Durga Puja celebrations.
In this unique blending of tradition with technology, Dabur Chyawanprash has shown how innovative thinking can transform customary practices, merging the old with the new in a harmonious blend for festive occasions.
Source: Noah Wire Services