Respeecher-and-Rephrase.AI-Collaborate-With-MondelēZ-International-Ogilvy-Wavemaker-to-Create-Revolutionary-Ad-Campaign-for-the-Indian-Market-voice-cloning-software

Respeecher and Rephrase.AI Collaborate With MondelēZ International, Ogilvy, Wavemaker to Create Revolutionary Ad Campaign for the Indian Market

 

Diwali is one of the most significant Hindu holidays commemorated with a huge festival celebration. Every year, brands try to create the kindest and most humane advertisements for the festival. 2020’s Not Just A Cadbury Ad Campaign became a huge success and directed significant support for local stores and retailers.

For the 2020 campaign, the producers used YouTube Pin Code Targeting, YouTube Director Mix, and the Google Maps API to tag local stores in eight municipalities. They also geo-targeted ads featuring custom local shop names to advertise them locally. For 2021, they planned to go even further.

The project in numbers

8

Indian municipalities participated in the project

10x

Faster production schedule for using synthetic media

1800+

Local stores got personalized ads from Shahrukh Khan

Personalizing not only the video message but the speech

When creative producers like Mondelēz International, Ogilvy, and Wavemaker come together, you can expect another revolution in the world of advertising. This year, the idea was to use artificial intelligence to not only innovate the messages of the video ads but the on-screen speech as well.

For the advertisement to attract even more attention to local shops, the producers decided to cast an Indian star of the highest caliber, Shahrukh Khan (also known as SRK).

The ad featured Khan's digital avatar. The advertisements and the avatar's speech differed depending on which of the four categories it was representing:

  • Fashion

  • Footwear

  • Electronics

  • Grocery stores

The result was a unique video where the movie star represented local sellers, which seems impossible given the size and number of stores and the scale of SRK's celebrity. 

This year, ad creators enabled local sellers to register themselves for participation in ads. Thousands of local retailers across the country entered their credentials and received personalized ads from Shahrukh Khan, an advertisement that they would not have otherwise been able to afford.

Watch the video to see the ad with a behind-the-scenes explanation:

AI and Machine Learning Made It Possible to Create an Actor’s Digital Avatar and Clone His Voice

If you're not familiar with the process of creating digital avatars and cloning voices, we recommend reading these two articles:

In short, AI systems use machine learning to create a target model of an actor's appearance and voice to generate an unlimited amount of customized content, as if the actor themself took part in this. 

Here's the flow for creating the Cadbury ad: 

  1. Shahrukh Khan starred in the initial videos for all four ad categories. 

  2. Next, the AI system started analyzing his facial expressions to develop its precise model and re-create the actor's double.

  3. At the same time, Respeecher's AI algorithm analyzes Khan's voice and builds its target model. 

  4. Then, local shop owners submit the names of their businesses. 

  5. When the facial and voice cloning models were ready, we fed voiceovers of the local store names into the system, which then perfectly generated SRK's cloned voice. 

  6. The last step in production was to lip-sync the video with the new speech fragments. 

The result was immaculate - thousands of customized ads went live as if Shahrukh Khan was representing every local store in person.

Not Just A Cadbury Ad Campaign brought home the gold from the Clio Awards 2022. The Clio Awards is an annual award program that recognizes innovation and creative excellence in advertising, design, and communication, as judged by an international panel of advertising professionals.

Wrapping up

It is difficult to overestimate the impact of this campaign. Thousands of local Indian sellers received advertisements from one of the most famous celebrities. This helped attract more shoppers to the small local stores most affected by the pandemic. 

In turn, this story turned the advertising world upside down. This was perhaps the first time the market experienced such widespread use of customized advertising messages. At the same time, the price and production schedule compared to the traditional approach were minuscule due to the use of AI technologies.

We encourage you to learn more about voice synthesis tech in advertising by reading 6 Challenges for Voicing Video Commercials and How to Fix Them With AI

And if you feel ready to kick off your own new ads project where AI voice cloning would be a good fit, just let us know. Respeecher is always here to help.

Reviews

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Halsey Burgund

Co-Director In Event of Moon Disaster

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Ryan Steelberg

President and co-founder of Veritone

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David Romberg

Media, Communication & Film Studies, Muhlenberg College

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Abigail Savage

Sound Designer and Supervisor, Actress

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Michael York

Actor, Producer

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Tim Jones

Emmy Award Winning Animation Producer

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Joseph López Osorio

Marketing Technology Director, DDB Latina

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Edgardo Rivera

President & CEO, DDB Puerto Rico

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Joshua Madoff

Composer, Actor

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James Tumminia

Producer & President at Italus Films

We worked with Respeecher on a film called ‘In Event of Moon Disaster’ first shown at the Amsterdam Documentary Film Festival 2019. They helped us create a synthetic voice of Richard Nixon to bring to life a never-read contingency speech in case the Apollo 11 mission went badly. We created a highly realistic film, in a large part due to their work. ‘In Event of Moon Disaster’ shows the creative possibility of voice replacement technology as well as highlighting just how realistic deepfake technologies can be, acting as a civic engagement project for the public along with contextual and educational resources.
For Veritone, the most important thing is ensuring our clients get access to technology without compromising on the ability to protect, the delivery speed and quality, and in this case, of the generated content. Respeecher's technology meets both requirements and has a proven track record of working with tier one projects.
When I approached the team at Respeecher with a very sensitive and personal documentary project, I didn't know what to expect. I’m happy to say that it has been an amazing experience. They are extremely professional, ethically minded and are genuinely passionate about bringing their innovative technology to the world. Their approach to the voice cloning process is highly personal and transparent. As a documentarian, it was important to me that the approach was ethical and human focused. The Team at Respeecher delivered on their promises and I could not be happier with the results.
Respeecher is a remarkable tool for Sound Editors. It delivers very high-fidelity recreations of a target voice, with transparent performance-matching of its source. It blows text-to-speech out of the water! The effect is uncanny and incredibly effective and I can imagine a whole slew of uses going forward. I am very excited to have discovered Respeecher, and it will be my go-to for voice recreation in the future, without question.
I am very grateful to Respeecher for giving my words and work a whole new lease on life. The technique involved is as ingenious as it is amazing, and promises a great future for all those involved in voice work. With Respeecher, the quality of the re-worked passages is indistinguishable from the original. History comes almost miraculously alive again. I heartily endorse this product.
Respeecher's source/target conversion of Mr. York's speaking voice demonstrably opens doors for the entertainment, education, and healthcare fields. Suffice it to say, it was an absolute honor to collaborate with them. Their brilliant accomplishment and timely delivery have allowed our humble project to be a success, exceeding our expectations for what's even possible.
Discovering Respeecher was the highlight of our project. They agreed to work with the task even when our training data was not of the best quality. The result was fantastic, and the level of detail was just outstanding.
Working with Reespecher was a unique experience. Their attentiveness to detail and dedication to this project allowed us to reconnect with one of our lost narration idols in Puerto Rico "Manuel Rivera Morales" on a new level. It gave his family and PR a glimpse of what could have been if he was still alive and narrating all sorts of Olympic sports games. It was truly magical to see this project come alive.
Working with Respeecher has been incredible. Their team was meticulous and patient, walking us through the process of developing an accurate model... and the final result was nothing short of miraculous. It really sounds like we’re hearing our (deceased) subject speaking again. Something I never would have thought was possible.
From the introduction to Respeecher’s innovative and state-of-the-art products to the thorough and quick technical support, I immediately felt that I found the perfect partner and technology for my projects’ needs. During our discussions, the team offered other creative options that assured me we were on the same page and had my project’s success as a top priority. The Respeecher team members are consummate professionals.
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