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Personalized Celebrity Campaigns: The Future of Marketing in India

You glance at the latest campaign brief sitting on your desk – a major Indian conglomerate wants to launch a new line of health drinks. The CMO has allocated a massive budget for a celebrity-driven campaign across digital channels. You start thinking about the usual route – hire a top Bollywood celebrity as the face of the campaign, shoot fancy ads, and push them out across platforms.

 

But in 2023, is that still the most effective approach?

 

Consumer attention spans are shorter than ever. Breaking through the noise requires truly personalized and relevant content. Celebrities feel overused at times, lacking that authentic connection. As you rack your brain for ideas, you wonder:

 

What if you could create thousands of personalized celebrity videos tailored to individual viewers?

 

Well, now you can. Welcome to the future of video personalization.

The Power Of Personalized Video

Video content has exploded across digital platforms, especially here in India. Cisco projects that by 2027, video will make up more than 90% of all internet traffic. Screens continue to multiply across mobile, OTT streaming, and beyond.

But average view times are shrinking across the board. Endless choice vies for those few precious seconds of attention. Standing out matters more than ever before.

This presents both a challenge and opportunity for marketers – especially celebrity-focused campaigns geared to mass awareness. Blanketing platforms with generic celebrity spots just don’t cut through noise the way they once did.

However personalized video, tailored specifically to each individual viewer by name and preference, tells an entirely different story.

These stellar metrics recently led Mark Zuckerberg himself to declare personalized and interactive video formats as key drivers of feed engagement now and into the future.

 

At Gan.ai we’ve built cutting-edge AI technology to revolutionize personalized video production. Our generative AI platform can create an unlimited number of personalized copies from a single recording – each customized with targeted visuals and vocal-synced narration directed to individual viewers themselves.

 

Now you have the power to fashion celebrity-fronted video campaigns with relevance tailored to each and every customer at an unprecedented scale. Imagine sending thousands of videos, each with Nimrat Khaira herself calling out folks by name and inviting them to your wedding.

 

It’s hyper-personalized communication that only AI makes possible. Now your campaigns can stand out while nurturing 1:1 relationships across entire customer and prospect databases alike.

 

The use cases and impact across segments are nearly endless. Let’s explore why AI video personalization represents the vanguard of modern celebrity marketing – especially throughout celebrity-crazed India.

India's Obsession with Celebrity

India’s public zealously worships celebrities. Their adulation borders on religious reverence across this star-enamored culture. Bollywood actors and cricketers with divine-like status permeate TV, films, advertising, and the public psyche alike. Their faces grace everything from billboards to product packaging at the local Kirana store.

 

This sheer ubiquity stems from a deeply rooted cultural obsession – stars embody aspirational lifestyles for the masses to emulate. Their heightened social influence makes them ideal brand ambassadors to tap into consumer desire.

 

So it’s no surprise that up to 60% of all Indian television advertising today features celebrities. Top stars like Deepika Padukone and Ranveer Singh frequently endorse dozens of labels at any given time. Even soap opera actors land high-profile brand deals.

 

Simply put – Indian consumers trust famous faces. The halo effect sells, hands-down.

 

But change may be afoot…

Cracks Emerge in Traditional Celebrity Marketing

The old model displays hints of wear and tear. Industry analysts note declining returns on celebrity-driven campaigns over the past decade. Message recall has dropped over 20% by some accounts. Celebrity overload thanks to blanket overexposure partly shoulders the blame.

 

But shifting consumer attitudes also factor in. The sheer bombardment of advertising wears patience thin. Viewers tune out and skip past sponsor sections entirely. You need only glance at 70% streaming viewership on OTT platforms to glean where eyeballs now turn for entertainment.

 

Even celebrity pull seems affected; the masses show flickers of longing for greater substance and authenticity even from stars. The era of superficial endorsements may slowly sunset. Humanizing personas now matter more.

 

As consumers flock to digital, their expectations transform in lockstep. Audiences increasingly demand tailored communication attuned to unique preferences even from celebrity icons. Yet most brands still cling to annoyingly broad-stroked campaigns.

 

It’s time for more targeted, personalized storytelling – across digital channels booming in India….even from the famous faces brands rely on most to captivate imaginations.

Enter AI Video Personalization

The analytics paint a compelling yet complex picture. Consumers still swoon for celebrities, but traditional campaigns now land flat. Personal relevance matters exponentially more. Digital offers direct reach, but microscopic attention spans demand creative breakthroughs.

 

Thankfully with Gan.ai you can fuse everything modern audiences crave into infinitely customizable celebrity video campaigns scalable across limitless subsets and personas.

 

Our generative AI models transform standard video shoots into unlimited edited variants – each with personalized narration and lip-sync tailored to individual viewers by name.

 

Now your star spokes person can establish direct eye contact and speak conversationally to each target household about their lives and interests specifically. Its celebrity appeal is amplified a thousandfold through the power of AI computing.

 

Imagine creating 10,000 personalized videos featuring Alia Bhatt who’s informing viewer on the launch of Samsung Z4 fold, in the personalized video she mentions the name of a mobile store that’s within the viewer’s local area. Or videos with MS Dhoni welcoming every new signup on your app.

 

Talk about stopping viewers in their tracks!

 

And this hyper customization scales across databases of every size, shape, and targetable attribute imaginable – location, job titles, purchase history, demographics, psychographics, and hundreds more. Even niche buyer microsegments once difficult to engage now enjoy cost-efficient 1:1 celebrity videos optimized just for them.

 

The creative possibilities are endless with Gan.ai. Now it’s time we explore exactly why personalized celebrity videos uniquely resonate in celebrity-crazed India – and how leading brands deploy this technology across industries already.

Why Video Personalization Works Wonders in India

While personalized video woos audiences worldwide, nuances in regional consumer culture position India perfectly for cutting-edge AI adoption today. Several unique factors prime the play pump locally:

Celebrity Influence in India Ranks No.1

As outlined earlier, India’s deep obsession with celebrities from sports, film, and TV vastly outweighs other territories. Their mass influence as brand ambassadors cannot be overstated, thanks to their association with aspiration. What works best therefore with Indian consumers? Hyper-relevant personalized outreach from these beloved icons themselves, speaking directly to loyalists.

 

So if Akshay Kumar popped up in a video mentioning your name and congratulating you on 30 years of marriage or business success…wouldn’t you feel motivated to take health drink suggestion? We sure would!

Indian Celebs Spark Virality

Indian celebrities drive more digital engagement through shares and likes than Western counterparts as locals obsess over entertainment gossip and intrigue. The moment a new celebrity wedding video or movie trailer drops, it instantly goes viral across WhatsApp and Facebook thanks to billions of hyper-engaged local fans.

 

Now imagine such viral celebrity pull potential weaponized through thousands of AI personalized video variations – each targeting individual viewers for your next product launch or campaign.  Your campaigns’ organic peer sharing on digital channels can be exponential!

People Place Trust in Celebrities

Indian celebrities drive more digital engagement through shares and likes than Western counterparts as locals obsess over entertainment gossip and intrigue. The moment a new celebrity wedding video or movie trailer drops, it instantly goes viral across WhatsApp and Facebook thanks to billions of hyper-engaged local fans.

 

Now imagine such viral celebrity pull potential weaponized through thousands of AI personalized video variations – each targeting individual viewers for your next product launch or campaign.  Your campaigns’ organic peer sharing on digital channels can be exponential!

India Is Consuming Video Content at Great Scale

Over 650 million Indians actively use the internet today, thanks to the world’s cheapest mobile data rates and widespread smartphone adoption. Over 500 million locals access social media platforms now exceeding usage in any territory except China. Projections show India’s total internet users swelling past 1 billion by 2025.

 

In other words, no global market outside China boasts more digital scale and momentum than India right now. Personalized online video content therefore enjoys unprecedented distribution potential to digitally-savvy local audiences receptive to creative breakthroughs – especially starring beloved cultural icons.

Metrics Show Stellar Results

The success metrics already emerging from initial personalized celebrity video campaigns in India showcase tremendous bottom-line impact and consumer appeal:

 

– 92% boost in lead gen
– 5X increase in click-through rates on links/CTAs
– 65% growth in positive brand perception and recall

 

These figures confirm personalized appeals convert due to greater relevance and authenticity fostered at the individual level – amplified millions-fold by celebrity star power.

 

Familiarity builds trust and emotional bonds, unlike static ads. With built-in multi-variant testing, the AI continuously optimizes video performance over time using data.

 

Now explore real-world examples where early AI video personalization adopters drive meaningful results across major Indian industry verticals today. Their success stands primed for replication across virtually all sectors.

Notable Campaign Examples and Use Cases

While nascent in adoption, personalized celebrity video innovation already impacts Indian industries spanning consumer goods, finance, technology, healthcare, and entertainment. Early success stories indicate the sheer range of potential applications across any major brand:

Uber – To celebrate its 10th anniversary in India, Uber launched a personalized video campaign for drivers, riders, and employees. The AI-powered videos featured Sonu Sood addressing recipients by name and highlighting personalized stats like rides given and 5-star ratings earned. By evoking nostalgia, Uber demonstrated the power of generative AI in making authentic connections with stakeholders during company milestones

Zomato – For the ICC World Cup 2023, Zomato launched personalized video ads with Ranveer Singh and Chris Gayle appearing to order food from local restaurants. Using AI, Zomato tailored the ads by inserting eateries and dishes unique to each viewer. Recipients were astonished when the stars called out restaurants near them. The hyper-relevant campaign drove higher view rates than static ads by making celebrities seem familiar with each person’s neighborhood.

Mumbai Indians – After beating Kolkata Knight Riders, Mumbai Indians ran an Instagram campaign to send 12,000+ fans personalized videos. In each video, player Cameron Green thanked the recipient by name for supporting the team. Mumbai leveraged Gan.ai’s generative AI platform to generate the recordings from a single source video. This hyper-personalized outreach garnered an incredible response and boosted fan engagement by making supporters feel a direct connection with star players.

Alliance Group –  South India’s largest real estate developer, used AI to engage and convert home buyers at every stage of the purchase process to prevent losing them. They personalized video messages from brand ambassador Trisha for prospects based on their decision-making stage. The 8 videos of 10-25 seconds address buyers by name, nudge the next steps and highlight property details. Messages include welcoming new leads, warming cold leads, reminding buyers their desired property is selling fast, rewarding referrals, responding to buyer actions, re-engaging dormant leads, reminding about site visits, and finally urging prospects who completed all steps to book their future home.

Vivo – To launch V29 phone, Vivo used AI and celebrity Virat Kohli for personalized video outreach. Local distributors sent customers customized videos from Virat introducing the V29’s features and urging them to purchase from that specific retailer. In follow-up videos, Virat welcomed V29 buyers by name and highlighted Vivo’s V Shield phone protection plan. This campaign drove store traffic, bookings and sales by making customers feel a direct connection with Virat Kohli endorsing their local retailer.

Air India – After acquiring Air India, the Tata Group rebranded the airline, unveiling a new logo and aircraft paintwork at a special event. To commemorate this homecoming and express gratitude, CEO Campbell Wilson sent all employees a personalized video message using AI technology. In the videos, he explored Air India’s heritage with the Tata Group and J.R.D. Tata, underscoring each person’s vital contribution. By fostering connections at scale, the personalized outreach made employees feel valued despite them missing the rebranding launch.

Use Cases Span Industries

Opportunities for personalized celebrity videos abound across nearly all industries as early adopters exhibit. Possible applications include:

So for your next product launch or regional expansion, now’s the time to consider integrating personalized celebrity video. Let’s walk through exactly how this process works using an example consumer campaign for a health drink brand in India.

Launching Personalized Celebrity Videos: A Step-By-Step Example

Let’s return to that initial brief – your client wants celebrity firepower promoting flavored health drinks pan-India. But simply recreating generic ads feels dated. How might you incorporate AI video personalization to make a celebrity-endorsed launch stand out in a cluttered market?

 

Let’s explore an example workflow:

Objective & Strategy

Your launch aims to increase nutritional beverage traction among upper-middle-class fitness enthusiasts in 10 major metros. The celebrity personalization videos can target existing CRM contacts with personalized outreach to foster reappraisal amidst fierce competition.

Objective & Strategy

Your launch aims to increase nutritional beverage traction among upper-middle-class fitness enthusiasts in 10 major metros. The celebrity personalization videos can target existing CRM contacts with personalized outreach to foster reappraisal amidst fierce competition.

Celebrity Selection

Target demographics idolize youthful stars reflecting aspirational cosmopolitan lifestyles. You sign Tiger Shroff – an action hero embodied in peak fitness appeal for urbanites. His youthful exuberance suits the category neatly.

Messaging Framework

Tiger will highlight product features fitting key customer needs around gym routines and nutrition: transparent ingredients, immunity-boosting benefits, great taste profiles, etc. The videos congratulate loyal buyers on specific past purchases before highlighting new SKUs.

Video Production

The platform digests assets and data inputs to produces personalized copies. Each video shows Tiger himself addressing individual customers by name, and city and thanking them for past purchases before endorsing the new mango turmeric flavor.

AI Personalization

You export the cleaned client contact database and map key variables for personalization – names, locations, past purchases, etc. These inputs feed directly into Gan.ai’s Platform.

Omnichannel Distribution

The targeted personalized video pushes deploy across multiple channels. Gan.ai supports an whole array of mediums from social media, email, WhatsApp, SMS, web pages, MMS, pre-roll ads, IPTV, push notifications, and mobile apps.

Multivariate Testing

Built-in analytics let you A/B test video variants across parameters like language, celebrity gifting, and regionalized product claims. You gain data insights on optimal customization for conversions.

Performance Tracking

Rich analytics offer channel, device, and variant-level visibility on outcomes. You assess viewer dropoff rates, conversions, and social engagement to optimize budget allocations toward best-performing content.

 

Celebrity personalization transforms a traditional campaign into dynamic data-led engagement sharpened to customer preferences at scale. Let’s explore exactly how this AI shift futureproofs marketing strategies throughout rapidly evolving India next.

The Future of Marketing in India

India’s digital emergence continues opening access across one of the last great untapped consumer markets globally. Over 650M internet subscribers, today expected to swell past 1 billion by 2025 concentrate key purchasing influence and attention into digital channels.

 

But proliferating media options splinter consumer consideration more granularly across regional niches than ever before. Rising competition for share of mind and wallet through increasingly distracted targets. Celebrity influence holds strong but traditional campaigns now show fraying returns.

 

The future requires brands to rethink celebrity marketing with multidimensional personalization fluidly adaptable across contexts and cohorts alike. Those still clinging to legacy mass media and demographic targeting may find themselves outpaced.

 

Thankfully AI video personalization addresses modern complexities with customer-centricity at population scale – illuminating clearer paths to navigating India’s explosively diverse digitization. The technology transforms established celebrity endorsements into dynamically fluid omni-channel campaigns personalized to each individual’s preferences and behaviors.

 

Now every subset – from startup mobile workforce in Bangalore to senior agri-product retailers in Lucknow – enjoys bespoke video engagement from the famous faces they admire. Trust transfers one-to-one through regional languages, urbanized concepts, and precise consumer targeting parameters tailored city-to-small town. 

By Tejas Shahasane

I'm a content marketer fueled by a fascination with AI and the opportunities it unlocks. You can catch me saying "lights out and away we go!" almost every weekend.

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