Results

Closeup, a brand long associated with the confidence to make the first move, wanted to connect with a generation that speaks in memes and emojis more than words. Gen Z often expresses affection through a behavior called “pebbling”—leaving behind digital breadcrumbs like gifs, memes, or song links to show they care, while struggling with direct emotional expression. So, how do you break through to a generation that’s fluent in irony but hesitant with heartfelt words? With insights from Spotify’s Culture Next Report stating that 90% of Gen Z considers music compatibility crucial in relationships, Closeup creatively tapped into this sentiment by blending music, AI, and personalization. At the heart of the campaign was an AI-powered microsite—Closeuplovetunes.in—that allowed users to create a personalized love song in under a minute. All it took was entering their name, their partner’s name, and a feature they loved about them, and they’d receive a custom track sung by Gen Z pop star Dhvani Bhanushali, delivered instantly on WhatsApp. Amplification came from all fronts. Dhvani launched the campaign with her version of “Paas Aao Na” on Instagram and YouTube, urging fans to create their own songs. Influencers and celeb couples like Rakul Preet showcased their personalized tracks and reactions, fueling social sharing. Platforms like MOJ and ShareChat drove mass participation through a dance challenge and webcam integrations. Even Cadbury Silk partnered with Closeup under #SayItWithSilk to link the personalized music moment with gifting. The campaign resonated at scale, with 68M+ total views, a 13M+ reach, over 2M+ engagements, and 2,500+ love songs created in just 9 days.