Rocketium的动态

Transcript

Amrish Gold Bull's career took him from a steel industry boiler suit to leading publicist groups. Digital powerhouses catch him sharing his journey on behind the scenes with the CMO alongside Deepika Chitnis. Which one would you say was your most memorable campaign? Well, most recently or ever, why don't I go with both? Yeah. So in recent times, I think my personal favorite campaign is one we did in collaboration with Leo Burnett was a Leonette idea for Oreo or the campaign was called said with Oreo. And our teams here from the digital technology business powered or Jenni idea for them, which was basically the whole idea was, you know, can we help help people say it with Oreo And the insight over there was that, you know, people have a lot of tricky situations and they don't know how to, you know. Address those and for another has a great sense of humor. So can for Anakkal give them funny clips that they can use to address those situations. Like for example, I forgot an anniversary, you know, is there a way I can diffuse it with humor? How do I tell my boss I need a leave or a raise or something? Can I diffuse it with humor? Now, The thing is, I mean, obviously in the old days, if you have to do this campaign, you're probably select, you know, 100 queries, have a writers room yet for another to record and you know, give those responses and so on. But we said now with generative I, we can do this at scale. So what? We actually did was we created a system which tapped into the open AI API. We trained it on, you know, the paranasal writes, the style of writing. So we trained the GPT model on that. And then basically people could come and share their problems. That problem would be sent to the GPT model, it would craft a response out of it. That response was sent to resemble AI which cloned for another's voice. So we bought rights to the digital likeness for that and it would basically generate a voice note in Frank's voice telling you how you can solve your problem and. That actually was we were able to give it give out personalized voice notes from Parramatta to 1.8 million users, right, which simply wasn't possible before because it's not physically possible for him to record those many times. So that was an interesting campaign in terms of the use of Generator VI and I think we are hoping to see a lot more of those going forward. So there was a little bit idea and complete the entire experience design solutioning was done by our teams and that's the kind of work I was referencing earlier in terms of campaigns over the years, I think I remember. When I started my first job, we used to handle the Diageo Scotch portfolio. So a lot of the work for Johnny Workers keep working, iconic campaign. We did a lot of India specific work to extend that campaign and I think a lot of that was really appreciated at that point of time. You know, used to see hoardings everywhere. Of course now the categories are lot more regulated, but that was very, very memorable. Then I think the work that we did with Puma few years back, which is the proper lady campaign that got shared very, very organically by all kinds of celebrities and everyone because I think it hit. Remote with the women of India where you know there's this notion that everyone is what a proper lady should be like and we kind of flipped it on saying a proper lady is not that a proper lady is someone who's living a life the way she wants to and I think that our campaign, you know created a lot of traction and I was very very proud of it and the team the team that worked on it in fact, also one of them joined Google later so that was a fun story and I think besides specific campaigns I think we've had some great journeys so I think I. Look back only energy on a journey with Budweiser. So Budweiser, we were partnered with them for a good 5-6 years in the early stages of their growth. So that involved everything from, you know, strategizing jointly with the client. The client actually gives us a very interesting brief. They were like, look, our marketing budgets are not going to be able to compete with the big boys like Kingfisher etcetera. So our task is to put the bottle in the hands of the coolest people. If you do that and it's seen with the right people, people start adopting it. And I mean we started doing that right, we started. So it was all about tapping into culture and associating yourself with what is emerging. So we did a lot of work that time, you know, like for example, Sitara Studios had become this underground music hub, been seen in Bombay. So we go and activate things over there. We activated football for them, we activated music for them. And so it was a fun, right? It was just a fun ride where you're actually doing stuff which you enjoy yourself as an individual. Thank you so much for talking to us. Thank you, thank you so much for having me.