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HomeData ScienceSymphony chooses Harbhajan Singh and Shikhar Dhawan for AI-led campaign

Symphony chooses Harbhajan Singh and Shikhar Dhawan for AI-led campaign

Rephrase AI created a digital avatar that cloned the cricketer's face and voice and used AI to generate a unique video.

India’s one of the largest air cooling brands, Symphony chooses Indian crickets Harbhajan Singh and Shikhar Dhawan for its new artificial intelligence (AI)-led advertisement campaign. 

Symphony has collaborated with Rephrase AI to create personalized video ads for over 2,300 retailers in India. The AI-powered videos will feature the cricketing duo appreciating the work of individual retailers, making it the first-ever Indian ad campaign to use artificial intelligence and geo-targeting in the consumer durables industry.

According to officials, Rephrase AI created a digital avatar that cloned the cricketer’s face and voice and used AI to generate a unique video. The innovative ad campaign has an emotional nuance for the retailers that can turn out to be quite effective in the Indian consumer market. 

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Apart from providing personalized videos, Symphony also offered letters of recognition, certificates, and merchandise to its retailers as a token of gratitude for their contribution to its business. 

Global Chief Marketing Officer of Symphony Limited, Anuj Arora, said, “We are ecstatic to have partnered with reputed cricketers Harbhajan Singh and Shikhar Dhawan. They came on board to create AI-driven customized videos for our dealership partners who are an integral part of our company.” 

He further added that the goal is to instill brand loyalty and strengthen relationships with their business partners, and they are constantly brainstorming and innovating to come up with new intriguing campaigns. 

“I am honored to be a part of this initiative spearheaded by Symphony Ltd. There are multiple layers of processes and teams to make a brand successful and achieve the goal of sales,” said Harbhajan Singh in his collaboration with Symphony. 

He also mentioned that homegrown brands in India are doing an excellent job of ensuring a quick turnaround, and he wishes Symphony continued success! 

Last year, Cadbury, a multinational confectionery company, also launched a similar artificial intelligence-powered tool in India that lets users create free personalized advertisements for their local stores with Bollywood superstar Shah Rukh Khan. The advertisement was part of the company’s ‘NotJustACadburyAd’ campaign to promote local businesses.

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Dipayan Mitra
Dipayan Mitra
Dipayan is a news savvy writer, who does not leave a single page of news paper unturned. He is also a professional vocalist who enjoys ghazals. Building a dog shelter is his forever dream.

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