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Tata tea premium is leveraging artificial intelligence (AI) technologies in its new hyperlocal campaign, in collaboration with actress Shehnaaz Gill. The company has designed a new microsite platform that allows consumers to create hyper-personalised content themed on the format of Tappa folk songs featuring Gill.
The campaign called ‘Vaddi Khushiyaan De Tappe’ celebrates the festival of Lohri through the lyrical folk-art format of ‘Tappas’.
“By using AI tools, we thought of creating personalised Tappas which Punjabis sing to celebrate Lohri. We didn’t just personalise the themes of Tappas but also each Tappa can be personalised to individuals,” Azazul Haque, chief content officer, Media Monks, said.
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Interestingly, this was not the first time that AI technology has been used in a marketing campaign. Previously, Zomato created an ad starring Hrithik Roshan on Youtube, which left the internet baffled.
The ad features the actor mentioning specific food cravings from popular restaurants in different cities. The name of the dish, restaurant, city, and location changes depending on the ad’s viewer – and their phone’s GPS. This innovation was made possible by deepfake.
Such technologies have been used in political campaigns too. In 2021, voters in Punjab received an automated phone call from Delhi’s Chief Minister Arvind Kejriwal, who urged them to vote for the Aam Aadmi Party (AAP). AAP is widely claimed to have contacted millions of voters using this interactive voice response technology. This use of automation in political campaigns, although not new, piqued voters’ interest.