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Apr, 10 2019

Mindshare India & Brand Idea launch Industry's first AI-led voice-enabled, video-chat bot ad to educate users

Mindshare and Idea 4G unveiled a distinctive voice-enabled AI led interactive video chat bot ad campaign that enabled millions of users to interview Mallika Dua.

Mindshare, India’s largest full-service media agency and part of GroupM, has launched a unique interactive campaign with Mallika Dua, a renowned comedian and social media influencer, as part of Idea 4G #IndiaKaLiveNetwork initiative. The campaign is an attempt to bring alive the experience of video calling with a renowned celebrity in real time.

Mindshare and Idea 4G unveiled a distinctive voice-enabled AI led interactive video chat bot ad campaign that enabled millions of users to interview Mallika Dua. The tool allows users to interact with Mallika, and ask her questions ranging from personal trivia to the benefits of Idea 4G network and the power of live videos by simply tapping on the mic icon.

The innovation uses Artificial Intelligence (AI) where the ad creative listens to user questions in English & Hindi and uses Machine Learning (ML) to analyse all the questions asked by previous users and increase the accuracy of the responses.

Niraj Ruparel, National Head (Mobile), Mindshare India, said, “We at Mindshare always look forward to crafting innovative and effective solutions for brands. Idea, as a brand, does not shy away from taking an unconventional path when it comes to communication. With the video-chat bot ad, we have come together to create a first of its kind innovation on an effective platform. By leveraging on Mallika Dua’s popularity, and Idea’s 4G network, we are hopeful of bringing about a change in people’s behaviour, and habits, as well as encourage more people to go Live to highlight societal issues.”

Sunita Bangard, President Marketing of Vodafone Idea Ltd, stated, “Over the years, brand Idea has built a strong reputation for creating purposeful, conscientious campaigns that encourage change for the betterment of society. The Idea 4G #IndiaKaLiveNetwork campaign highlighted the power of streaming LIVE videos over Idea’s robust 4G network thereby driving a positive change in behaviour among citizens. In its endeavor to engage with the digital natives, Brand Idea has always tried digital-first initiatives for our ATL campaigns, many of which have been appreciated and rewarded at various digital forums. Our innovative AI and ML aided campaign has set new benchmarks in digital advertising.”

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