Britannia introduces new AI campaign featuring Ravi Shastri talking to fans

Britannia's 50-50 Golmaal is enabling viewers to interact with Ravi Shastri and receive 'Golmaal' advise via personalised video answers.

One of the country’s leading food product companies, Britannia has unveiled a new advertising campaign starring Ravi Shastri, the former Indian cricketer.

During the current cricket season, Britannia’s 50-50 Golmaal is enabling viewers to interact with Shaz and receive ‘Golmaal’ advice via personalised video answers.

In the campaign, executed by Mindshare India, the elite commentator responds to fans’ odd inquiries with wit and humour. At the centre of this campaign is the brand’s dedication to commemorating its long-standing relationship with cricket and providing a warm invitation to the public to embrace their inner curiosity. By doing this, the company gives customers a fun way to ask the former Indian coach questions about cricket, thus improving the customization experience.

The 61-year-old’s digital persona comes to life by immersing the viewer in the context of cricket amid the pinnacle of this cricket season’s fervour, fulfilling fans’ yearning to hear from a cricketing veteran in a whole new way.

Amit Doshi, Chief Marketing Officer, Britannia, said, “Britannia’s commitment is to embrace new horizons and provide valuable experiences that resonate deeply with our audience. A mission that has been exemplified through our integration of AI across diverse campaigns, ensuring that consumers continue to enjoy innovative and unforgettable experiences. Bringing alive this vision of innovative user engagement, we are thrilled to launch Britannia 50-50 AI Chatbot. Britannia’s profound connection with cricket and its rich history is woven into the fabric of our brand. This campaign is a celebration of our enduring dedication to the sport that unites the nation.

“This endeavor made possible through our strategic partnership with Mindshare India and the pioneering integration of AI technology, marks a remarkable journey towards forging an entirely novel connection with our valued consumers. The involvement of the legendary cricket icon, Ravi Shastri, in Britannia 50-50 Golmaal adds an exhilarating dimension to the campaign. Ravi Shastri’s digital avatar, powered by AI, allows us to seamlessly engage with our consumers, offering them insights and entertainment in a manner previously unexplored. We hope to continue exploring the transformative power of AI across all our campaigns.”

Amin Lakhani, Chief Executive Officer, Mindshare South Asia, “In a world where AI is playing an important role across the marketing funnel, this campaign is truly a differentiated way of enhancing consumer experiences to drive brand growth. What makes this really innovative, is the bringing together of technologies and partnerships to tell the Britannia story. The content expertise of Mindshare and the giant strengths of ChatGPT4 and ‘Text-to-Video Engine’ has made this campaign really enduring and not just a passing fad.”

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