Rephrase worked in tandem with the creative and production teams to map this narrative without compromising on the charm of Shah Rukh Khan and the warmth of Diwali. Cadbury along with Ogilvy crafted a campaign idea keeping Rephrase's tech abilities in mind - to create "Not Just a Cadbury ad" but an ad for small business owners across the country.Īshray Malhotra, CEO and Co-founder Rephrase.ai, said, "To align creative storytelling, intelligent advertising, and inspiring filmmaking with AI guidelines was a collaborative journey. Rephrase.ai's generative AI tech can create digital avatars of real humans and create personalised videos using that avatar. Having garnered an overwhelming response from the audience, this campaign went on to win the Titanium Lion at The Cannes Festival. In other words, the campaign had SRK turn personal brand ambassador for 85,000+ retailers using this technology. Store owners were then able to generate personalised ads for their store starring Shahrukh Khan. The campaign involved creating a hyper-personalised ad featuring Shahrukh Khan, using Rephrase.ai's generative AI technology. In an earnest endeavour to extend support to the pandemic-stricken small businesses across India, last year Cadbury Celebrations curated the Diwali campaign - ‘Not Just A Cadbury Ad’ which was conceptualised and executed in collaboration with Rephrase.ai, Wavemaker, and Ogilvy.
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