<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-N2DKBKL" height="0" width="0" style="display:none;visibility:hidden">

ow Respeecher’s AI Voice Cloning Revolutionized Mondelēz’s Diwali Campaign

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

 

1,800+

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.

 

FAQ

AI voice cloning is a technology that creates a digital replica of someone's voice. In the Diwali ad campaign, Respeecher used AI voice cloning to generate personalized ads featuring Shahrukh Khan's voice for local Indian stores. This allowed thousands of retailers to use his celebrity endorsement in customized video ads.

Voice synthesis Respeecher technology allows advertisers to generate localized video campaigns with customized content. In this campaign, Respeecher’s AI cloned Shahrukh Khan’s voice to tailor ad messages for different regions, creating a personal connection with local consumers while keeping production costs low and efficient.

Synthetic media in advertising, including AI-generated avatars and AI voice cloning, enables brands to create highly personalized and scalable content. In the Diwali campaign, synthetic media allowed for the creation of Shahrukh Khan’s digital avatar and voice, enabling localized, cost-effective ads for thousands of businesses across India.

Respeecher and Rephrase. AI used machine learning to analyze Shahrukh Khan’s facial expressions and voice. By using Respeecher technology they created a precise model of his appearance and voice, then generated customized ads by cloning his voice and syncing it with localized content, allowing local stores to feature him in their ads.

AI-driven personalized advertising offers scalable, cost-effective solutions to reach target audiences with relevant messages. Localized video campaign for Diwali allowed Shahrukh Khan to personally endorse thousands of local stores, ensuring high engagement and creating a unique connection with consumers in different regions.

The Diwali campaign won a gold award at the Clio Awards 2022, recognizing its innovative use of synthetic media and personalized advertising. The campaign was praised for its creative excellence in combining AI technology with celebrity endorsements to support local businesses during the pandemic.

Glossary

AI voice cloning

A technology that uses artificial intelligence and voice synthesis technology to replicate a person's voice, enabling the creation of synthetic speech that sounds natural and personalized.

Voice synthesis technology

A process that uses AI voice cloning to generate human-like speech from text, enabling the creation of realistic, natural-sounding voices for various applications.

Personalized advertising

A marketing approach that uses data and AI voice cloning and voice synthesis technology to tailor ads to individual preferences, behaviors, and demographics, improving relevance and engagement.

Respeecher’s AI Voice Cloning Brings
Personalized Ads to the Indian Market

Discover how Respeecher’s voice synthesis technology powered a revolutionary personalized ad campaign for Mondelēz International, delivering customized messages featuring Shahrukh Khan to thousands of local stores in India.

In a groundbreaking collaboration with Mondelēz International, Ogilvy, Wavemaker, and Rephrase.AI, Respeecher used advanced AI voice cloning to revolutionize advertising. The campaign enabled personalized video ads with Shahrukh Khan’s digital avatar and cloned voice, creating a highly localized, impactful experience for Indian consumers during Diwali 2021.

  • AI Voice Cloning for Personalized Advertising:
    Bringing Shahrukh Khan to Local Stores

    Through AI voice synthesis, Respeecher empowered local businesses to feature Shahrukh Khan in their ads—something previously impossible due to high production costs. By combining AI and machine learning, Respeecher helped generate customized video messages and voiceovers for over 1,800 local stores across India. This innovation made celebrity endorsements accessible to small retailers, delivering localized content that resonated with their target audience.

  • Voice Synthesis Technology:
    The Power Behind Localized Video Campaigns

    Respeecher’s technology made it possible to create a seamless digital avatar of Shahrukh Khan that could deliver tailored ads for various sectors, including fashion, electronics, and grocery stores. By analyzing Khan’s facial expressions and voice, Respeecher’s AI-generated content allowed for highly localized video campaigns, providing a personal touch that aligned with the unique needs of each store. The result was a series of bespoke, attention-grabbing ads that boosted engagement and supported local businesses.

  • Synthetic Media in Advertising:
    Transforming Digital Marketing
    with Machine Learning

    The use of synthetic media in advertising is a game-changer, and Respeecher’s role in this Diwali campaign demonstrated the power of AI-powered celebrity endorsements. By creating customized ads with voices cloning and avatars, Respeecher’s machine learning models allowed brands to produce high-quality content quickly and cost-effectively. This transformation in digital marketing is reshaping the way brands approach customer engagement, offering dynamic solutions for targeting diverse markets without sacrificing personalization or authenticity.

  • Cost-Effective AI for Advertising:
    Boosting Efficiency and Innovation

    Traditional video ad production is costly and time-consuming, but with AI-powered voice cloning, the production schedule and costs were significantly reduced. Respeecher’s technology enabled the swift creation of hundreds of personalized ads at a fraction of the cost of traditional methods. By leveraging AI and machine learning in advertising, businesses can scale personalized marketing campaigns while staying within budget, revolutionizing how they reach and connect with customers on a local level.

Previous Article
How Respeecher’s Voice Cloning Brought Young Luke Skywalker to Life in The Mandalorian
Next Article
Respeecher's Voice Synthesis: Restoring Natural Speech for Laryngectomy Patients
Clients:
Lucasfilm
Blumhouse productions
AloeBlacc
Calm
Deezer
Sony Interactive Entertainment
Edward Jones
Ylen
Iliad
Warner music France
Religion of sports
Digital domain
CMG Worldwide
Doyle Dane Bernbach
droga5
Sim Graphics
Veritone