CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: In a bold leap toward inclusive innovation, Centerfruit from the house of Perfetti Van Melle India, in collaboration with WPP and BharatGPT.ai and Google Cloud, launched the ‘Centerfruit Tongue Twister Challenge’—a first-of-its-kind voice based GenAI campaign aimed at engaging audiences in rural regions of Uttar Pradesh, where limited access to data, let alone television and digital, has long posed a challenge. By eliminating the need for the internet, apps, or even smartphones, the campaign brought fun, flavor, and technology to communities that are often left out of mainstream brand conversations.
As part of its ongoing Kaisi Jeebh Laplapayee campaign, Centerfruit introduced a hyper-local Voice AI that directly called users on their feature phones. With a simple call back, users engaged in tongue- twister challenges all the while chatting in their own dialects—transforming a basic phone call into a gamified brand experience full of laughter, linguistic flair, and regional pride.
At the core of the activation was a highly scalable voice infrastructure, allowing millions even those with basic, non-internet-enabled phones, to interact with the brand in real time. No app, no internet, no data, just a phone call to access an AI-powered entertainment experience.
Sharing his thoughts on the campaign, Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, “Rural Bharat is an important market for Centerfruit, and while we have been able to reach millions through Television, there are still pockets where narrating our brand story has been a challenge. However, the latest Voice AI tech activation is a game-changer, it allows us to not just reach but have conversations with people outside of the traditional digital ecosystem. By using AI and creative storytelling, we bring the Kaisi Jeebh Laplapayee spirit to life in a way that feels local, effortless, and deeply inclusive. We believe this is a powerful step toward ensuring that no consumer is left out of the conversation, no matter where they are or what technology they have access to.”
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