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Symphony teams up with Harbhajan Singh and Shikhar Dhawan

Symphony has always backed small and local enterprises and has been a vocal supporter of Vocal for Local.

India’s most popular air cooler brand, Symphony Limited has signed Harbhajan Singh and Shikhar Dhawan, for a one-of-a-kind AI-led nationwide campaign.

The company has collaborated with Rephrase AI to produce hyper-personalized video films for above 2,300 retailers in India. This is the first time a brand has used artificial intelligence to initiate geo-targeting for each retailer in the consumer durables industry. The videos will show India’s renowned cricketers thanking dealers for their ongoing support and co-operation in providing excellent customer service.

Symphony is known as one of the largest domestic brands which have always backed small and local enterprises and has been an ardent supporter of Vocal for Local. In addition to the personalised videos, Symphony has provided a letter of recognition, a certificate, and a few goodies as a form of gratitude. The company has taken this idea a step further by recognising the efforts of its business partners. By going out of its way to reaching out to the people who matter, it strikes an emotional chord.

Anuj Arora, Global Chief Marketing Officer, Symphony says, “We are ecstatic to have partnered with reputed cricketers, Harbhajan Singh, and Shikhar Dhawan. They came on board to create AI-driven customized videos for our dealership partners who are an integral part of our company. The objective is to create brand love and deepen the bonding with our trade partners. We are consistently brainstorming and innovating to come up with intriguing campaigns. With this initiative, we hope to strengthen our relationships and reach new heights together.”

Harbhajan Singh, said, “I am honoured to be a part of this initiative spearheaded by Symphony Ltd. There are multiple layers of processes and teams to make a brand successful and achieve the goal of sales. Taking a note of the work of trade partners and their efforts is an excellent way to acknowledge their contribution. Homegrown brands in India are doing a fantastic job and ensuring a good turnaround! I wish Symphony the best for their stellar work!”

Shikhar Dhawan, commented, “I am delighted to be a part of this novel initiative. I am really impressed with the clutter-breaking concept that the Symphony team has come up with! The campaign aims to promote the local businessmen and acknowledge their work. I am sure the dealers will like this gesture and continue to do the excellent work that they have been doing. I wish homegrown brands like Symphony evolve and reach great heights.”

Nisheeth Lahoti, the Co-founder at Rephrase.AI, said, “Generating AI videos with 2 big stars and a compelling narrative was a fresh challenge for us – however, seeing the commitment of the brand to build something for the distributor network was compelling. Rephrase.ai created a digital avatar that cloned the face and voice of the cricketer and used AI to generate a unique video for more than 2000 stakeholders.”

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