PVR Inox has joined hands with Mondelez India’s Cadbury Celebrations brand to introduce their campaign #MyBirthdaySong, which leverages a new-to-market tech to personalise birthday songs.
The collaboration will provide yet another way to make birthdays special by bringing the AI tool to bigger screens wherein cinemagoers will be able to express their birthday wishes in the most unique way possible.
The partnership introduces a personalised user experience made possible by harnessing the power of artificial intelligence (AI) and cinematic technology. This signifies a paradigm shift in the way birthdays are celebrated, offering a harmonious fusion of technology, entertainment, and confectionery.
To put this to action, movie buffs can open the PVR or Inox app to book movie tickets. After the tickets have been booked, the user sees a banner pop up in the offer section. The user clicks on the banner and is taken to Cadbury Celebrations microsite- https://cadburymybirthdaysong.com. The custom platform then asks users to share information about what makes the person so special to them, such as nicknames, anecdotes, and prized memories. The digital tool then creates custom birthday song lyrics embellished with these details. Users can also set the song to their preferred music genre, including options such as rap, hip-hop, and classical.
But the twist is, this partnership has added another leg to Cadbury Celebrations’ campaign- the personalised song will then be unveiled on the big screen.
Gautam Dutta, Co-CEO, PVR Inox, said, "At PVR Inox, we are constantly exploring ways to elevate the moviegoing experience for our patrons. Our partnership with Cadbury Celebrations is a testament to the power of data and technology which we have been using effectively to scale data-driven marketing and build hyper-personalized experiences for our consumers. It is further a step forward in bringing about evolution in cinematic experience and we believe that this will usher in a new era of personalized and immersive experiences for customers and make every visit to PVR Inox cinemas an unforgettable one.”
Nitin Saini, Vice-President, Marketing, Mondelez India, said “Our partnership with PVR Inox will add yet another leg to personalise the birthday experience for every consumer. It seamlessly aligns with our brand proposition of making every occasion special, and with #MyBirthdaySong we will be able to do that throughout the year. We hope this partnership will help our consumers to elevate birthday celebrations and make the surprise larger than life. We are super excited to see how this turns out.”