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Seagram’s Imperial Blue packaged drinking water is planning to brighten up the New Year celebrations by enabling its consumers to create personalised wishes and surprise their friends and family.

It is doing so in partnership with Wavemaker India, who co-conceptualised this with Colors, by launching AI technology-driven personalised New Year Greetings, featuring actors from the channel, namely - Karan Kundrra, Nishant Bhat and Pratik Sehajpal.

This AI activity will encourage the viewers to go to a microsite, select their favourite artist they would want wishes from, enter the names and the video will be created with personal wishes from their favourite celebrities and the videos will be downloadable and sharable on WhatsApp and social media sites like Facebook.

Ishwindar Singh, General Manager - Marketing, Pernod Ricard India, said, “It’s great to partner with Colors with this AI-enabled, clutter-breaking innovation – This unique partnership will enable our audience to surprise their loved ones with personalised light- hearted new year message featuring their favourite TV stars. With Colors we are happy to create a unique moment of conviviality between Seagram’s Imperial Blue packaged drinking water, our consumers, their family, friends and loved ones and for the first time - their favourite stars. Spreading cheer during the new year aligns strongly with the brand's core philosophy of inspiring its patrons to embrace life with a smile.”

Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “It’s a one-of-a-kind, breakthrough campaign where we are experimenting with newer ways to integrate technology in brand stories. This creates a high impact, immersive experience for consumers. We are proud of this innovation and grateful to our partners for trusting our vision.”