‘AI cannot replace creativity, it will always be a starting point'
On the final day of Goafest 2023, Publicis Groupe held a masterclass by Vikram Pandey, NCD at Leo Burnett India, and Varun Shah, EVP at Prodigious
On Day 3 of Goafest 2023, Vikram Pandey, NCD at Leo Burnett India, and Varun Shah, EVP at Prodigious India, took us through the journey of creating their campaign for Airtel - Future is Airtel 5G, which shows Kapil Dev's 1983 World Cup match which wasn't recorded due to media strike. The campaign showed how technology and 5G will help audiences to have a hold of the past and the future with fast technology.
Pandey and Shah discussed the processes and spoke about the challenges they faced to make this campaign alive. The agency had the idea of recreating a match which was never seen by audiences but people have heard about it. The agency along with the brand wanted to give an insight to the past using fast technology.
The brand had given them a deadline of three months to execute the campaign but since they had no footage of the campaign, it was a challenge for them to recreate the entire 175 not out match with data from people who witnessed it that time.
The agencies used deep fake technology to recreate a young Kapil Dev in the match. Pandey noted that it took them a lot of effort to derive all things back around 2020 when AI wasn't developed, if they would have had these technologies, they wouldn't have faced much challenges.
Pandey said, "It is not Human v/s AI, it is Human x AI. It is a multiplier if we are to use it the way it is meant to be used. It cannot replace creativity, it will always be a starting point."
Shah second it saying, "It is an enabler to create more. It is helping us to create more."
