Rephrase.AI, Ogilvy & Wavemaker's hard work paid off with the Titanium Lion win for 'NotJustACadburyAd' at Cannes

In an earnest endeavour to extend support to the pandemic-stricken small businesses across India, last year Cadbury Celebrations curated the Diwali campaign - ‘Not Just A Cadbury Ad’ which was conceptualised and executed in collaboration with Rephrase.ai, Wavemaker, and Ogilvy.

The campaign involved creating a hyper-personalised ad featuring Shahrukh Khan, using Rephrase.ai's generative AI technology.

Store owners were then able to generate personalised ads for their store starring Shahrukh Khan. In other words, the campaign had SRK turn personal brand ambassador for 85,000+ retailers using this technology.

Having garnered an overwhelming response from the audience, this campaign went on to win the Titanium Lion at The Cannes Festival.

Rephrase.ai's generative AI tech can create digital avatars of real humans and create personalised videos using that avatar. Cadbury along with Ogilvy crafted a campaign idea keeping Rephrase's tech abilities in mind - to create "Not Just a Cadbury ad" but an ad for small business owners across the country. 

Ashray Malhotra, CEO and Co-founder Rephrase.ai, said, "To align creative storytelling, intelligent advertising, and inspiring filmmaking with AI guidelines was a collaborative journey. Rephrase worked in tandem with the creative and production teams to map this narrative without compromising on the charm of Shah Rukh Khan and the warmth of Diwali. This campaign is the perfect example that demonstrates the power of the Generative AI technology we’ve been pioneering for the last 3 years. We are proud to be defining the path for personalised customer interactions!”

For this particular campaign, the narrative involved five different sub-ads within it - one for each of the five categories of stores (Fashion, Footwear, Optics, Kirana and Electronics) in the Cadbury distribution network. Rephrase.ai took up a challenge and created five different digital avatars of Shah Rukh Khan where the actor is in different positions and expressing different emotions.

Shivam Mangla, Co-founder, Rephrase.ai, said, "We also productionised an early version of our in-house voice cloning technology which was made in less than 2 months as it allowed for scale and control. The campaign resonated with millions of business owners and this brought up a challenge of scaling and doing so in real-time. We went from 1k personalised videos per day to almost 20 times the volume within 2 weeks, so every innovation, all development was essentially taking place in two shakes of a lamb's tail." 

As per the company, the campaign delivered:

●     22% higher VTRs and 18% higher CTRs.

●     105k users logged on to NotJustACadburyAd.com to create their own version of the ad.

●     A total of 139k versions of the ad were created which were circulated through WhatsApp and other social media.

●     The campaign got 30 million+ of ad views.

The campaign has further opened up huge possibilities of Al-based innovations that other brands are trying to leverage now.

It is also worth noting that while YouTube ads policy does not allow or entertain synthetic media in its platform, Rephrase.ai generated videos were white listed and allowed to be advertised for the first time ever owing to their ethical practices and policies.

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