Centerfruit Launches GenAI Tongue Twister Challenge to Engage Rural India

Centerfruit, with partners WPP, BharatGPT.ai, and Google Cloud, unveiled a novel voice-based GenAI campaign in Uttar Pradesh, engaging rural audiences without needing the internet. The 'Centerfruit Tongue Twister Challenge' uses voice AI to facilitate interactive brand experiences through regional dialects, bridging the digital divide.

Centerfruit, a leading brand from Perfetti Van Melle India, has partnered with WPP, BharatGPT.ai, and Google Cloud to launch an innovative GenAI campaign targeting rural areas of Uttar Pradesh. The 'Centerfruit Tongue Twister Challenge' is a groundbreaking initiative, enabling the engagement of rural audiences without the necessity of internet access.

This voice-based campaign leverages advanced AI technology to interact with users via phone calls. By utilizing regional dialects, it transforms traditional brand engagement into a captivating experience, merging enjoyment with technology in areas where digital infrastructure is scarce.

The campaign utilizes a scalable voice infrastructure, utilizing Google Cloud's technology, to ensure seamless interaction for users. The initiative represents a significant step in unifying technology and creativity to bridge the digital divide, presenting a unique, culturally resonant brand experience for the underserved rural market.

(With inputs from agencies.)