Netflix India optimises Deepfake tech to promote Rana Naidu

The Rana Naidu commercial campaign from Netflix has made excellent use of technology. The audience received the trailer for the programme together with a personalised greeting from the lead actor Rana Dagubati via Whatsapp using Deepfake technology.
The streaming service encouraged users to say "Hello" to Dagubati on WhatsApp and gave a mobile number for contact through social media posts. Along with the phone number, there is also a link that, when clicked, launches a conversation with "Rana Naidu for Netflix" on Whatsapp.
You receive a personalised video after answering three straightforward questions: your name, your friend's name, and their favourite Netflix series. In the video, Dagubati informs the friend that watching the video will transform how much they love their favourite show. The trailer for Rana Naidu is then shown.
Creativeland Asia conceptualised and carried out the campaign; the company worked on it for over four months. The firm enlisted the help of several partners for the campaign's technological components.
The user's name, the name of a friend, and the friend's favourite show are the three layers of personalisation here. Considering that the campaign drew supporters from all around the nation, it was difficult to pronounce everyone's names correctly.
According to a source who closely worked on the campaign, protecting user privacy presented another issue. They make sure the user starts the chat to address this.
Brands like Pepsi and Ageas Federal Life Insurance have already utilised this technology. Even Cadbury customized its Shah Rukh Khan-starring Diwali advertisement. We have never seen an Indian OTT show being advertised using this technique.
The ad has gotten positive feedback, generating a lot of attention on social media within the first day of its introduction.
Moreover, Janhvi Kapoor uploaded an Instagram image to advertise the programme.
The actor portrays a celebrity fixer in the March 9 premiere of the show. It is available in Hindi and Telugu and is Rana Dagubati's first OTT show.