Dabur Chyawanprash launches ‘Pujo with Dada’ AI campaign

The Sourav Ganguly campaign has been conceptualised and executed by BTDT Media

by e4m Staff
Published: Oct 11, 2024 12:33 PM | 2 min read

Dabur Chyawanprash has launched its first-ever regional AI-led marketing campaign for Durga Puja, ‘Pujo with Dada,’ featuring brand ambassador Sourav Ganguly.

The campaign is conceptualised & executed by BTDT Media, in collaboration with Garima Goel, a content marketing consultant.

Amit Garg, Marketing Head, Health Supplements at Dabur India Ltd, shared, “We believe that #PujoWithDada has not only brought happiness to West Bengal but has also redefined how brands engage during festive seasons. By integrating AI, we’ve elevated the Puja experience, making it more special for people.”

Garima Goel, Consultant remarked, “By leveraging the power of AI technology, we are able to bring large-scale personalisation to life, enhancing the experience without overshadowing the tradition of Puja wishes.”

Arjun Kapadia, Founder & CEO, BTDT Media, emphasized the meticulous development process: “For AI to effectively replicate Dada’s voice and gestures, we captured extensive footage and trained the model meticulously. The outcome was a seamless experience, allowing users to feel as if they were receiving a genuine message from Sourav Ganguly himself.” Despite the challenges, the project was completed in just 15 days, demonstrating BTDT Media’s expertise and adaptability.

“The response to ‘Pujo with Dada’ has been overwhelmingly positive. Users have embraced the interactive experience and appreciated the opportunity to receive personalized messages from Sourav Ganguly. Many noted that the AI’s use of Dada’s voice added warmth and authenticity, transforming a simple festive greeting into a meaningful interaction,” BTDT Media's Arjun concluded.