Case Study > ITC sunfeast mom’s magic

Mom’s magic brought to life with interactive AI integration

Objective

A landing page was designed to celebrate the amalgamation of cultural significance with the latest AI technology. The landing page was to be a mode of communication amongst participants and a broader audience that AI technology can not only be integrated into everyday life but also should be celebrated at large, keeping the nuances of cultural importance in mind. The aim was to showcase that in every mother dwells the great Goddess deserves to be celebrated just as much.

Platform & Tech Stack

CATEGORY: AI

TECH:

LAUNCH ENV.: Web based

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Strategy

As a house of established brands, ITC has cemented itself as one of the country’s leading FMCG marketers. The strategy of the ‘Har Maa Durga’ Campaign was to not only do something pathbreaking but also avoid the emotional fatigue that comes from repetition. The fundamental idea was to maintain consistency in messaging, establish the brand image, and meet cultural expectations, and the campaign delivers on these.

Execution

Keeping the joyous festivities of Durga Puja and the brand image in mind, we created an AI Avatar of Durga Maa that celebrates the Goddess and all mothers. We did so by creating a landing page where mothers could create their personalised avatar of Maa Durga.
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Key Features

Attractive Design

The landing page was created with ease of usage for the participants in mind.

Multiple Question Formats

Multiple question formats from Multiple Choice, to puzzles, crosswords, match the following and even audio stories

Performance Analysis

Parents have access to view their child’s progress and performance on parameters such as speed and accuracy

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What we have done

  • Contributed to a sense of inclusivity and broad representation
  • Built a brand community on the foundation bricks of curiosity, shared interest and connection
  • Highlighted the usage of AI applications in real-time

10 Lakh+

Pandal Visits

17k+

Durga Avatars Created

84k+

Aarti Downloads

Awards

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