Brands Embrace AI-infused Love With V-day Campaigns
As Valentine's Day swept across 2024, brands fused love and technology, leveraging artificial intelligence (AI) in their campaigns to create personalised and emotionally resonant experiences for consumers.
Cadbury Silk's AI Touch
Cadbury Silk, a flagship brand under Mondelez India, took centre stage with its 'The Story of Us' campaign, leveraging AI to craft personalised animated love stories for couples. Accessible through QR codes on Cadbury Silk packs, the interactive experience allowed consumers to transform their love tales into visually stunning animated movies.
Collaborating with filmmaker Zoya Akhtar, Cadbury Silk added a cinematic touch, breathing life into special moments that captured the authentic essence of love. Consumers scanned QR codes, answering engaging questions to create personalised avatars for their unique love stories. The AI module then weaved these elements into visually stunning animated movies, reinforcing Cadbury Silk's reputation for embodying the spirit of love.
Speaking to BW Marketing World, Nitin Saini, Vice President – Marketing, Mondelez India, emphasised the significance of AI in crafting meaningful campaigns.
He believes, "By authentically narrating stories and emotions tied to our brands, we enhance our value proposition. Previous successes like the Cadbury Dairy Milk #MyBirthdaySong and 'Say It With Oreo' campaigns have taught us the power of AI in storytelling and story-doing. This Valentine's Day, by emphasising the significance of everyday moments in relationships, we employed AI to craft personalised romantic movies for couples, bridging the gap between technology and heartfelt storytelling."
Saini further added, "By maintaining our focus on story doing as the hero, technology becomes a facilitator to bring our vision to life. This ensures that our campaigns resonate with consumers while striking a balance between innovation and emotional connection, ultimately strengthening brand loyalty.”
Ogilvy India's Creative tech team also played a pivotal role in the campaign, developing an exclusive tool that transformed basic text input from consumers into charming character animations.
Hershey India's Personalised AI Storytelling
Terribly Tiny Tales (TTT), in collaboration with Hershey India, ventured into the tech domain with a custom dedication website for its 5th season of 'Butterflies,' titled #YourForevers. This Generative AI-focused portal allowed users to craft customised SMS messages for their loved ones, blending sentiment with storytelling.
Ankit Desai, Marketing Director, Hershey India, expressed excitement about the launch of TTT's Generative AI portal, which added another dimension to the campaign. The portal, embodying innovation at its core, became a canvas for heartfelt messages, elevating the art of expressing love in the digital age.
Desai stated, "Through the AI portal, we want to enable consumers to express love to their forevers while providing a truly personalised and meaningful experience."
BharatMatrimony's AI-generated Entity
BharatMatrimony took a unique approach with its 'My Perfect Valentine' campaign, introducing an AI-generated entity named Aaditya Iyer on Instagram. This AI-driven character quickly gained over 10,000 followers, celebrating Rose Day, Propose Day, and Kiss Day, generating buzz among followers. The campaign had been set up to showcase the importance of connecting with real people looking for real love.
Arjun Bhatia, CMO, Matrimony.com, explained, "In a world where perfection is pursued relentlessly, we cracked the idea of using AI to emphasise that perfection is not real. Each of us is beautifully flawed."
He highlighted the brand's message that it takes two endearingly imperfect people who are perfect for each other to form a happy marriage, inviting those seeking their perfect match to BharatMatrimony.
