CENTERFRUIT LAUNCHES AI TONGUE TWISTER CHALLENGE FOR RURAL INDIA

Centerfruit launches AI voice campaign for rural India, no internet needed

- TBG NETWORK

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. YouTube link: www.youtube.com/watch?v=X6-dYmD809w