Dabur Chyawanprash, a renowned Ayurvedic health supplement, has revolutionised the way brands engage with consumers during festive seasons.
In a groundbreaking AI-powered campaign during the recent Durga Puja festival, the brand collaborated with the legendary cricketer, Sourav Ganguly to offer fans a truly personalised experience.
Utilizing advanced AI technology, Dabur Chyawanprash created a platform where users could simply share their names and locations. The AI algorithm would then generate a customised message from Sourav Ganguly, incorporating the user’s name and a relevant reference to Durga Puja or the specific region. These personalised messages were delivered directly to the users through various digital channels, fostering a deeper connection between the brand and its consumers.
The campaign’s primary objective was to strengthen the emotional bond between Dabur Chyawanprash and its target audience, particularly in West Bengal where the former Indian cricket team captain enjoys immense popularity. By leveraging AI to deliver personalised messages, the brand demonstrated its commitment to innovation and staying relevant in the digital era. Moreover, the campaign aimed to drive engagement and social sharing, increasing brand visibility and reach.
Amit Garg, Marketing Head, Health Supplements at Dabur India, expressed his enthusiasm for the campaign, stating, “We believe that #PujoWithDada has not only brought happiness to West Bengal but has also redefined how brands engage during festive seasons. By integrating AI, we’ve elevated the Puja experience, making it more special for people.”
Garima Goel, Consultant remarked, “By leveraging the power of AI technology, we are able to bring large-scale personalisation to life, enhancing the experience without overshadowing the tradition of Puja wishes.”
Arjun Kapadia, Founder and CEO, BTDT Media, the company responsible for conceptualizing and executing the campaign, added, “For AI to effectively replicate Dada’s voice and gestures, we captured extensive footage and trained the model meticulously. The outcome was a seamless experience, allowing users to feel as if they were receiving a genuine message from Sourav Ganguly himself.” Despite the challenges, the project was completed in just 15 days, demonstrating BTDT Media’s expertise and adaptability.
“The response to ‘Pujo with Dada’ has been overwhelmingly positive. Users have embraced the interactive experience and appreciated the opportunity to receive personalized messages from Sourav Ganguly. Many noted that the AI’s use of Dada’s voice added warmth and authenticity, transforming a simple festive greeting into a meaningful interaction.”
The campaign’s success was evident in the overwhelmingly positive response from users. Many appreciated the opportunity to receive personalised messages from Sourav Ganguly and noted that the AI’s use of his voice added warmth and authenticity, transforming a simple festive greeting into a meaningful interaction.
Dabur Chyawanprash is a popular Ayurvedic herbal remedy from India. It’s a thick jam-like substance made from a blend of herbs, fruits, and honey. Traditionally, Chyawanprash was used to boost immunity, improve digestion, and revitalise the body. It’s often consumed during the winter months to protect against common ailments.
BTDT Media is a leading media company specialising in creating innovative and engaging content across various platforms. With a focus on delivering high-quality journalism and entertainment, BTDT Media has established itself as a trusted source of information and inspiration.
The former Indian captain has been a prominent figure in marketing campaigns, recently featuring for esteemed brands such as Beurer India, Veedol, Casagrand, Raft Cosmic EV, and Lux Cozi.
