Delhi: Viacom18’s flagship Hindi entertainment channel Colors collaborated with Seagram’s Imperial Blue Packaged Drinking Water and Wavemaker India for a #FansWaliHoli campaign, powered by generative AI technology.
This festive campaign, brought to life by Viacom18’s Network Branded Content in collaboration with Wavemaker India, aimed to empower fans to create personalised Holi posters featuring their favourite celebrities: Karan Kundrra (Actor), Kanika Mann (Actor), Harsh Gujral (Comedian), and Raj Barman (Singer). Through a microsite, fans can select their preferred artists and generate posters with messages to be delivered to users' WhatsApp or social media posting.
Vivek Mohan Sharma – Head, Branded Content, Viacom18 commented on the campaign, “We are constantly striving to push boundaries and explore innovative ways to connect brands with audiences. Building on Viacom18's vision of adopting technology every step of the way, we are approaching content marketing through the lens of technology as well. By leveraging generative AI, we have created a fun and interactive experience for fans to celebrate Holi with their favourite Colors stars, while seamlessly integrating the Seagram’s Imperial Blue Packaged Drinking Water brand message. This campaign is a perfect example of how we are marrying content solutions with cutting-edge tech to deliver a holistic brand and content experience.”
Ishwindar Singh, Pernod Ricard India, said, "Seagram’s Imperial Blue packaged drinking water stands for embracing life with a smile and Holi, the festival of colors, is the perfect occasion to showcase our brand's commitment to inspiring smiles and light-hearted moments. Partnering with Wavemaker & Viacom18 has allowed us to merge technology with celebrations to amplify the consumer experience through developing engaging campaign around key festivals like Holi..
Shekhar Banerjee, Wavemaker India, said, “At Wavemaker we are extremely proud to partner with our client Pernod Ricard India and brand Imperial Blue packaged Drinking Water to have continuously deliver on engaging innovatively with our consumers. Holi wishes delivered through an AI led campaign which puts you in the same frame with your favourite celebrity and recreates a beautiful poster which can be shared on social, go up as a poster in your room, be your wallpaper or give you bragging rights within your circle, is simply magical.”
The campaign kicked off on March 22 and will run till March 31.
/buzzincontent-1/media/agency_attachments/ovtHKkiRFrKggtFNaCNI.png)
Follow Us/buzzincontent-1/media/media_files/Sy5QFuK9WzGX8dcthCuR.jpg)