Cadbury, the chocolate company, is recognised in India for developing evocative and well-received advertising campaigns. Cadbury has managed to capture millions of hearts in India with its smart, well-researched, and sympathetic advertising that strike a chord with Indian viewers, whether it’s the ‘Kuch Meetha Ho Jaae’ tagline or the ‘Pappu Pass Ho Gaya’ campaign.
This Diwali, the firm has taken on another another subject that is dear to many people’s hearts across the country: the loss of employment and wages as a result of the Covid-19 outbreak. And none other than Bollywood superstar Shah Rukh Khan is fronting the campaign. The effort, dubbed ‘NotJustACadburyAd,’ allows local business owners to make their own marketing for their establishment.
The commercial, which is aimed at assisting local business owners throughout India who have been struck hard by the pandemic, allows anybody to produce an ad for their local store and utilise Shah Rukh Khan’s face and voice to promote their brand without having to pay for endorsements.
The advertisement makes use of artificial intelligence (AI) to allow viewers to design their own unique commercials via a dedicated website provided they agree to reveal basic information about their company. According to Cadbury, AI and machine learning are then used to reconstruct Khan’s face and voice so that it sounds like he’s uttering the name of a local business or brand.
Those interested in creating a bespoke version of the commercial featuring Shah Rukh Khan may visit the notjustacadburyad.com website, which was built specifically to accept requests for unique copies of the ad.
What is the mechanism behind it?
Cadbury cooperated with Rephrase.ai, according to the Cadbury website. The latter specialised in leveraging AI techniques and artificially created narrators to create lifelike, “studio quality” advertising.
While the advertising has received a lot of positive feedback on social media, many people are concerned that it may be encouraging deep fakes. Because deep neural networks are frequently used by AI to make synthetic movies, the ad may be compared to a deep fake.
The ad “blurring the borders between content-driven facial ML and deep fakes, it also opens up possibilities for the greater small business community and citizens that such creation of “deep fake” is as easy as sending a WhatsApp message,” according to a social media user on the microblogging site Twitter.
According to an article on ‘Rest Of the World.org,’ Rephrase does not claim to be in the business of “deep fakes,” instead calling to their offering as “facial reenactment.” It boasts a slew of major names across sectors as clients, and it’s gaining traction as a low-cost alternative to traditional advertising.
Cadbury, for example, has utilised artificial intelligence to generate synthetic video advertising before. They did it initially in August when they teamed up with Reebok to develop a Raksha Bandhan commercial in which star Hrithik Roshan is seen sending out personalised greetings and messages to specific individuals.
The commercial may be made for free by going to the campaign’s website and filling in the relevant information to make a walking-talking Shah Rukh Khan.
Explaining Artificial Intelligence (AI)
In its most basic form, AI (artificial intelligence) refers to systems or robots that accomplish tasks by mimicking human intellect and may iteratively improve itself depending on the data they gather. AI comes in a variety of shapes and sizes. Here are a few examples:
- Chatbots employ artificial intelligence (AI) to better comprehend client concerns and give more efficient responses.
- To enhance scheduling, intelligent assistants employ AI to interpret crucial information from massive free-text datasets.
- Recommendation engines may make automatic TV programme suggestions based on the watching behaviour of the consumers.
AI is more about the process and the capacity to think faster and analyse data than it is about any certain structure or function. Although pictures of high-functioning, human-like robots taking over the globe conjure up thoughts of AI taking over the world, AI isn’t meant to replace people. Its goal is to vastly improve human skills and contributions. As a result, it is a very valued commercial asset.
How Artificial Intelligence (AI) may assist businesses
The core idea of AI is to mimic—and then surpass—human perceptions and reactions to the world. It’s quickly becoming a pillar of innovation. AI may offer value to your organisation through: AI is powered by different kinds of machine learning that detect patterns in data to allow predictions.
- Providing a more in-depth grasp of the massive amount of data accessible
- Using predictions to automate too complicated or routine activities