Britannia has introduced a campaign with cricketing legend Ravi Shastri. Britannia 50-50 Golmaal is allowing users to engage with the cricket legend Ravi Shastri during the ongoing cricket season and receive Golmaal advice through personalized video responses.
The campaign has been executed by Mindshare India. Ravi Shastri is seen offering witty and amusing responses to fans’ quirky questions. The core of this campaign is the brand's commitment to celebrating its enduring connection with cricket and extending to the audience a heartfelt invitation to unleash their inner curiosity. With this the brand offers consumers an exciting platform to ask cricket-related questions to the legend, eventually elevating the personalization experience. By immersing the audience in the context of cricket during the peak of this cricket season’s fervor, Ravi Shastri's digital avatar comes to life, fulfilling fans' desires to hear from a cricketing legend in an entirely novel way.
Commenting on the campaign, Amit Doshi, Chief Marketing Officer of Britannia said “Britannia’s commitment is to embrace new horizons and provide valuable experiences that resonate deeply with our audience. A mission that has been exemplified through our integration of AI across diverse campaigns, ensuring that consumers continue to enjoy innovative and unforgettable experiences. Bringing alive this vision of innovative user engagement, we are thrilled to launch Britannia 50-50 AI Chatbot. Britannia's profound connection with cricket and its rich history is woven into the fabric of our brand. This campaign is a celebration of our enduring dedication to the sport that unites the nation. This endeavor made possible through our strategic partnership with Mindshare India and the pioneering integration of AI technology, marks a remarkable journey towards forging an entirely novel connection with our valued consumers.
He further added ‘The involvement of the legendary cricket icon, Ravi Shastri, in Britannia 50-50 Golmaal adds an exhilarating dimension to the campaign. Ravi Shastri's digital avatar, powered by AI, allows us to seamlessly engage with our consumers, offering them insights and entertainment in a manner previously unexplored. We hope to continue exploring the transformative power of AI across all our campaigns.”
Amin Lakhani, Chief Executive Officer, Mindshare South Asia, "In a world where AI is playing an important role across the marketing funnel, this campaign is truly a differentiated way of enhancing consumer experiences to drive brand growth.
What makes this really innovative, is the bringing together of technologies and partnerships to tell the Britannia story. The content expertise of Mindshare and the giant strengths of ChatGPT4 and ‘Text-to-Video Engine’ has made this campaign really enduring and not just a passing fad."
