Seagram’s Imperial Blue Packaged Drinking Water unique New Year Campaign using AI

In today’s dog-eat-dog marketplace, personalisation is the key. Realizing its increased relevance, marketers and brands increasingly use personalisation in myriad ways in their campaigns. Seagram’s Imperial Blue packaged drinking water made this New Year special with its unique campaign by making the deft use of Artificial Intelligence (AI) to connect with the audience in a very personalised way.

The campaign, a first in this category, was noted for its uniqueness in approach, execution, and audience engagement as it deftly blended creativity with AI. The AI-driven campaign was a resounding success, with its remarkably refreshing idea resonating with different audience demographics across the country.

Using AI, Seagram’s Imperial Blue packaged drinking water enabled people to create personalised wishes featuring their favourite TV actors and Big Boss favorites Karan Kundrra, Nishant Bhat and Pratik Sehajpal.

The first-of-its-kind New Year campaign, co-conceptualized by Wavemaker India along with COLORS, allowed consumers to have their own AI-driven personalised wishes and surprise their friends and families. 

The campaign made the best use of multiple syllable voice video synthesis. Essentially, it enabled consumers to surprise their dear and near ones with personalised New Year messages featuring their favorite TV stars. 

The whole process was as easy as sending an email! All they had to do was just go to microsite, and select their favourite artist, and enter the name. And the video would be created with personal wishes from their favourite celebrities. The videos were downloadable and shareable on WhatsApp and social media sites like Facebook.

The campaign created ripples within the advertising and marketing fraternity. It was unsurprising, for, here’s an iconic brand in the industry doing something fresh and kick-ass!

Vivek Mohan Sharma, Head – Branded Content, Viacom18, said that the idea of the campaign was to experiment with newer ways to integrate technology in brand stories. As rightly pointed out by Sharma, this one-of-a-kind campaign created a high-impact, immersive experience for consumers. Yes, it was all about creating that immersive and personalised experience, which went on to leaving a long-lasting impact on customer’s minds.