Britannia is set to revolutionize the way it connects with audiences through the introduction of an AI-powered chatbot featuring cricketing legend Ravi Shastri. The campaign, called Britannia 50-50 Golmaal, aims to provide users with a unique and personalized experience during the ongoing cricket season.
In collaboration with Mindshare India, Britannia is leveraging AI technology to create a chatbot that offers witty and amusing responses to fans’ questions. By combining India’s passion for cricket with Ravi Shastri’s expertise, the campaign aims to enhance the audience’s engagement and unleash their inner curiosity. The AI-powered chatbot allows users to ask cricket-related questions and receive personalized video responses from Ravi Shastri himself.
Britannia has consistently utilized AI technology to create exceptional consumer experiences. Previously, on World Biscuit Day, the brand transported audiences into the magical world of Britannia biscuits using cutting-edge Generative AI. Similarly, on Independence Day, Britannia launched the ‘1947% More History’ campaign, which utilized generative AI to vividly depict India’s freedom movement.
The new Golmaal AI chatbot campaign stands out by employing a unique capability to generate fully AI-powered text-to-video responses from Ravi Shastri for user queries. This innovative approach seamlessly combines ChatGPT4 with a Text-to-Video engine, providing consumers with AI-powered video responses from a celebrity for the first time in Indian advertising. The campaign’s team has crafted and trained a digital avatar of Ravi Shastri, allowing it to create automated videos complete with voice and facial expression modulation.
Commenting on the campaign, Britannia CMO Amit Doshi emphasized the brand’s commitment to embracing new horizons and providing valuable experiences that resonate deeply with the audience. The collaboration with Ravi Shastri adds an exhilarating dimension to the campaign, as his digital avatar allows Britannia to engage seamlessly with consumers and offer them unique insights and entertainment.
Amin Lakhani, the CEO of Mindshare South Asia, highlighted the campaign’s innovation in enhancing consumer experiences through the strategic integration of technologies and partnerships. The combination of Mindshare’s content expertise with ChatGPT4 and the ‘Text-to-Video Engine’ has created a lasting and engaging campaign that goes beyond being a passing fad.
With the launch of the Britannia 50-50 AI Chatbot, the brand aims to celebrate its enduring connection with cricket and provide consumers with unforgettable experiences. By leveraging AI technology, Britannia continues to explore the transformative power of AI in its campaigns, promising to deliver innovative and exceptional experiences to its valued consumers.
